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Article: SaskPool's new Viterra name lively, but far from unique

Article from:
Winnipeg Free Press
Article date:
September 1, 2007
Author:
Copyright

By Larry Kusch

SASKATCHEWAN Wheat Pool's new moniker -- Viterra -- may suggest 'life from the land,' as a press release stated this week, but it's hardly new or innovative, a Google search reveals.

Type "Viterra" in the mammoth Internet search engine, and more than 130,000 entries pop up -- from a small electronic parts distributorship in California and a tiny construction business in Florida to a huge worldwide energy services firm.

Many businesses, big and small, around the world have seized on the name, attracted, like the wheat pool, which took over Winnipeg-based Agricore United earlier this year, by its suggestions of vitality and Mother Earth.

Patrick Buchanan, a salesman with ...

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