The Canadian Wheat Board will be known by its abbreviation, as it starts to compete in the open market.

Spokesperson Maureen Fitzhenry had this to say.

"Going with the name CWB is as opposed to the Canadian Wheat Board is part of our re-branding strategy for a new beginning for the organization, we're working on a new visual identity for a logo and that sort of thing will be unveild shortly as well."

For years, the board has made an effort to increase use of the abbreviated title.

Fitzhenry notes they will likely continue to use the full "Canadian Wheat Board" name internationally, where it still has value and recognition with customers.