Whena Canadian thinks about food it is almost impossible not to have theimage of a bowl of cereal of Red River Hot cereal. Red River Hotcereal is a notable Canadian brand and most Canadian children musthave chowed down a bowl of this cereal especially if they werebrought up in the prairies. The infamous Canadian brand wasestablished almost 100 years ago in Manitoba, Canada. It acquires itsname from the Red River which is located in the North of Canada nearWinnipeg. The cereal got its name from its first owner, Robin HoodMultifoods Inc. over a decade ago. However, the Canadian company wasacquired by an American food company, J.M Smuckers which has asubsidiary in Canada under the name Smucker Foods of Canada. It isnot clear where the product is now manufactured but the manufactureris Smucker Food subsidiary located in Canada around the Manitobaarea. The current owner of Red River Hot Cereal is J.M Smuckers, anAmerican listed company that has its head offices in Orrville, Ohio.It was founded by Jerome Monroe Smucker in 1897. The company offers awide range of consumer products ranging from syrups, ice creamtoppings, fruit spreads and peanut butter [ CITATION Smu16 l 1033 ].
RedRiver Hot Cereal is available in most Canadian retail outlets such assupermarkets and is packaged in a 1.35 kg box. A 1.35 kg boxcurrently retails at $ 4.48 but the price may vary depending on thelocation of the outlet. The cereal is comprised of a mixture of rye,wheat and flaxseed. The flaxseed ingredient is what makes the productstand out as it offers its consumers high-quality fiber which can beingested both in the soluble or insoluble form. It is also allnatural and low in fat. The product is packaged in a red box and easyto spot on a supermarket shelf. The packaging highlights the highfiber contents of the product by having a blue sticker at the rightcorner of the box which states the product has 5 grams of flax perserving. It also displays the weight of the product and suggests thatthere are no additives. The cereal is 100% natural [ CITATION Wal16 l 1033 ].In2011, the product was recalled from the shelves because of someundisclosed contents of soy. However, the product labeling wasaltered to include the new ingredient, soy. It is also interesting toestablish that product is not currently available in the U.S despitebeing now owned by an American company. The product might soon beintroduced to the U.S market under a new name, Canada’s Great NorthStyle Hot Cereal. The product may also be packaged in 16 ounce or ina 5-pound size packet [ CITATION Can16 l 1033 ].
Asustainable food system integrates all the components in thecommunity in order to improve its well-being from a social, economicand an environment point of view [ CITATION Cal16 l 1033 ]. Asa nation, Canada takes agriculture seriously as it is a majorcontributor towards its economy. It is believed that the agriculturalsector alone contributes over $ 100 billion every year to theCanadian economy. When it comes to agriculture, Canada is ranked 5thin regards to exports. Canada is the largest exporter of productssuch as Maple syrup which accounts for 80% of the world’sproduction not to mention other cereals such as wheat and flax whichare used in the manufacture of Red River Hot Cereal. Canada onlymakes up 0.5% of the world’s population but produces over 1.5% ofthe world’s total food. The country is especially renowned for itscereal production which is grown on large tracks of land. Consideringthat Canada is one of the largest nations in the world, only a fewcountries can compete with Canada on the global scale. Farming alonecreates a livelihood for over 2.2 million Canadian citizens whoeither depend directly or indirectly on agriculture as a means ofputting food on their table. For instance, in 2007 $ 50 billion wasspent on food in bars and restaurants while $ 92 billion was spent instores for the purchase of beverages and food. Red Hot Cereal ismanufactured using three cereal products, wheat, rye and flax. Flaxis highly nutritious and has high fiber content. Fiber providesroughage which in turn helps prevent constipation therefore ensuringthat Canadian residents have healthy digestive systems. Cereals arealso recommended because of their low fat content which is good forthe heart and is a remedy for people who have heart conditions.Wheat, on the other hand is high in protein, an essential componentin meals as it assists in repairing worn out tissue. The large scaleproduction of wheat in Canada has also found an alternative use. Thestraw from the wheat and flax may now be utilized in the manufactureof paper. Innovations plans are underway to help farmers convert awaste by-product from flax and wheat into an income generatingproduct. However, there are some areas of concern on foodsustainability. For instance, Canada is still dependent on theexternal market for self-sustenance as 30% of its food is acquiredthrough imports. Canada depends on the U.S for most of its foodimports and in fact has a deficit on the balance of trade on foodwhen a comparison is made between the two countries [ CITATION Sta153 l 1033 ].As mentioned earlier, Red River Hot Cereal brand now belongs to a U.Sbased company which does not even allow the distribution of theirown brand locally. This suggests that Canada is likely to lose itsagricultural jobs to its fierce competitors in North America.
Incase, the Red River Hot cereal is not available on the supermarketshelves, there may be a variety of options for a consumer. There isthe Pocono cream of Buckwheat and the Kraft Cream of wheat and theMaster Choice original. The Pocono cream of Buckwheat is a goodalternative to Red River Hot cereal due to its high wheat and glutencontent. However, unlike the Red River it has low flax content and istherefore low in fiber. It retails at $ 3.70 at the retail stores.Kraft cream of wheat has zero fat but is low in protein. It goes foronly $ 2.79 in retail outlets. However, if a consumer is keen on highfibre content, then Master Choice Original would be the bestalternative. The cereal retails at $ 2.20 per box and is rich inprotein and carbs. It has high sodium levels and clients might berecommended to only take it sporadically but not on a daily basis [ CITATION Ban16 l 1033 ].
Bank, H. (2016). Heartiest Hot Cereals. Retrieved October 12, 2016, from Canadian Family: http://www.canadianfamily.ca/kids/pregnancy/heartiest-hot-cereals/
Calgary. (n.d.). Definition of a sustainable food system. Retrieved October 12, 2016, from crcresearch: https://crcresearch.org/sites/default/files/u641/definition_of_a_sustainable_food_system.pdf
Canada`s Food. (2016, October 13). Red River Cereal is Discontinued. Retrieved October 13, 2016, from Canada`s Food: http://www.canadasfood.com/history_products/red_river_cereal.php
Smuckers. (2016). About Smuckers. Retrieved October 12, 2016, from Smuckers: http://www.smuckers.com/about-smucker-company
Statistics Canada. (2015, November 27). Food in Canada. Retrieved October 13, 2016, from Statistics Canada: http://www.statcan.gc.ca/pub/16-201-x/2009000/part-partie1-eng.htm
Walmart. (2016). Red River Hot Cereal. Retrieved October 12, 2016, from Walmart: http://www.walmart.ca/en/ip/red-river-hot-cereal/6000016942062