New WC Mercantile brand launches

By Sean Feagan, Local Journalism Initiative Reporter

Wheatland County has launched a new marketing brand to develop its network of agricultural producers and operators and connect them to buyers. 

The brand, called WC Mercantile, was launched by Wheatland County’s community and development services department in an online webinar on Feb. 12. It is a sub-brand of the county’s existing WC branding, which launched in 2019. 

A goal for WC Mercantile is to create a network of producers, processors, manufacturers and distributors, and connect them to retail and restaurant markets. It also aims to build communication and collaboration between local agricultural businesses, and connect buyers in larger markets, such as Calgary, to what is produced and processed in Wheatland County.

“With council and administration strategically focused on investment attraction in Wheatland County, WC Mercantile will support and develop out our largest economic sector,” said Reeve Amber Link.

WC Mercantile will build upon the WC brand while telling its own story by highlighting the agricultural activity happening throughout the county.

Promotion of the WC Mercantile and the value-chain network will be promoted with activities and events such as network tours, farm visits and agritourism activities.