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Bowled over: Why some Canadians are feeling duped by their breakfast cereal

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Ken Bennett, an avid hiker and recreational hockey player, wanted a cereal packed with protein. So last month, he picked up Kellogg’s Vector. Bold lettering on the box declares that it has “high protein” — more specifically, that it “provides 13 g of protein” per serving.

“[It’s] actually pretty high for a breakfast cereal. That’s why I bought it,” said Bennett, who lives in Chilliwack, B.C.

He felt good about his choice — until he noticed the fine print on the box one morning during breakfast.

The fine print reveals that a serving of Vector flakes alone contains just 5.6 grams of protein. The rest of the advertised 13 grams comes from the recommended 200 millilitres of skim milk to be added to the flakes.

“I felt tricked. I felt duped,” said Bennett. “I took it for face value that these breakfast cereal flakes had 13 grams of protein.”

The fine print on the front of the Vector box and its nutrition information panel explains that the advertised 13 grams of protein comes from adding 200 milliliters of skim milk to the flakes.  (Sophia Harris/CBC)

As Canadians grapple with rising grocery prices, they’re becoming more concerned about food marketing tactics they believe are deceptive — including “shrinkflation” (when companies reduce the weight of a food product, but not the price or packaging), “skimpflation” (when they use cheaper ingredients but keep the price the same), and bold claims that gloss over key details.

“It really offends consumers,” said Mary L’Abbé, a nutritional sciences professor emeritus at the University of Toronto.

“They really feel like they’re being … cheated out of their hard-earned dollars.”

 

Transparency needed on shrinkflation, consumer advocates say

 

Consumers and advocates are calling for more transparency around the practice of shrinking packaging rather than increasing prices, known as ‘shrinkflation.’ Other countries make companies display weight changes on product labels.

A recent report from the Canadian Centre for Food Integrity found that out of 2,670 Canadians surveyed in July, 62 per cent had concerns about misleading food labels and marketing.

CBC News has heard from several Canadians who had gripes about cereal packaging, such as taller boxes containing less cereal, and bold statements on box labels that may not match up with what’s inside.

Different rules for ‘meal replacement’

Canadian regulations state that food labels and advertising can’t be misleading.

In Vector’s case, Health Canada spokesperson André Gagnon said Kellogg can add milk to the protein count, because the product isn’t a cereal. Instead, Vector is a “meal replacement” — a product that meets specific nutrition criteria that may require added milk.

Bennett said he thought Vector was a cereal because he bought it in the cereal aisle. He also didn’t notice the words “meal replacement” on the bottom corner of the box.

“I don’t know what it means by a meal replacement,” he said. “They shouldn’t be able to do that.”

L’Abbé agrees. She says although Vector’s label complies with regulations, it’s still misleading to many shoppers who believe the product is a cereal.

“It’s not sold grouped in the supermarket with all these other nutritional meal replacements,” she said. “It’s in with the breakfast cereals.”

U.S.-based WK Kellogg Co. said Vector’s label is not only compliant, but voluntarily discloses on the box the protein count without added milk.

No blueberries in ‘blueberry’ cereal

Don Bajom of Winnipeg recently bought a box of Kellogg’s Mini-Wheats Blueberry because he believed it contained blueberries. After all, the berry is in the cereal’s name and in pictures on the box.

But he thought the cereal didn’t taste quite right, so he checked the ingredients. That’s when he discovered that it contains no blueberries — dried or in any other form.

Kellogg’s Mini-Wheats Blueberry shows pictures of blueberries on the box, but the cereal contains none of the fruit. The company says this is allowed because it states “natural and artificial flavour” on the bottom right corner of the box. (Sophia Harris/CBC)

“I feel like I was lied to,” he told CBC News in a written statement. “I feel like this company does not care about its customers.”

According to Canadian regulations, if a cereal shows a real food on the box that is simulated in the product with flavouring, it must be made clear on the packaging.

Kellogg Co. said Mini-Wheats Blueberry is compliant, because the front of the box states “natural and artificial flavour,” and the nutrition label lists all the ingredients.

But L’Abbé still takes issue with the cereal’s packaging, saying she believes the “natural and artificial flavour” statement — near the bottom corner of the box — doesn’t make clear that the cereal contains no blueberries.

“That product doesn’t say ‘blueberry-flavoured Mini-Wheats,’ it just says, ‘blueberry Mini-Wheats,'” she said. “This one I think is absolutely, terribly misleading to the consumer.”

How skimpflation might be affecting your groceries

 

Skimpflation is when companies swap out ingredients for cheaper ones, without lowering the price or alerting customers. One consumer advocate calls it a ‘sneaky way to give you less for your money’ that most people don’t notice.

L’Abbé says the federal government needs to do more to help shoppers read food labels with a critical eye.

“I don’t think they’ve thought enough about how important these labels are to consumers,” she said.

Andréa Daigle, spokesperson with Innovation, Science and Economic Development Canada, told CBC News it’s heading up an investigation into grocery retail practices that hurt Canadians.

The department currently has a call out for proposals from consumer groups.

Boston-based consumer advocate Edgar Dworsky, who tracks shrinkflation on his website, Consumer World, said the best safeguard for shoppers is to educate themselves.

“We have to become aware of the different tricks and ploys that manufacturers use,” he said. “We can outsmart them.”

 

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The #1 Skill I Look For When Hiring

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File this column under “for what it’s worth.”

“Communication is one of the most important skills you require for a successful life.” — Catherine Pulsifer, author.

I’m one hundred percent in agreement with Pulsifer, which is why my evaluation of candidates begins with their writing skills. If a candidate’s writing skills and verbal communication skills, which I’ll assess when interviewing, aren’t well above average, I’ll pass on them regardless of their skills and experience.

 

Why?

 

Because business is fundamentally about getting other people to do things—getting employees to be productive, getting customers to buy your products or services, and getting vendors to agree to a counteroffer price. In business, as in life in general, you can’t make anything happen without effective communication; this is especially true when job searching when your writing is often an employer’s first impression of you.

 

Think of all the writing you engage in during a job search (resumes, cover letters, emails, texts) and all your other writing (LinkedIn profile, as well as posts and comments, blogs, articles, tweets, etc.) employers will read when they Google you to determine if you’re interview-worthy.

 

With so much of our communication today taking place via writing (email, text, collaboration platforms such as Microsoft Teams, Slack, ClickUp, WhatsApp and Rocket.Chat), the importance of proficient writing skills can’t be overstated.

 

When assessing a candidate’s writing skills, you probably think I’m looking for grammar and spelling errors. Although error-free writing is important—it shows professionalism and attention to detail—it’s not the primary reason I look at a candidate’s writing skills.

 

The way someone writes reveals how they think.

 

  • Clear writing = Clear thinking
  • Structured paragraphs = Structured mind
  • Impactful sentences = Impactful ideas

 

Effective writing isn’t about using sophisticated vocabulary. Hemingway demonstrated that deceptively simple, stripped-down prose can captivate readers. Effective writing takes intricate thoughts and presents them in a way that makes the reader think, “Damn! Why didn’t I see it that way?” A good writer is a dead giveaway for a good thinker. More than ever, the business world needs “good thinkers.”

 

Therefore, when I come across a candidate who’s a good writer, hence a good thinker, I know they’re likely to be able to write:

 

  • Emails that don’t get deleted immediately and are responded to
  • Simple, concise, and unambiguous instructions
  • Pitches that are likely to get read
  • Social media content that stops thumbs
  • Human-sounding website copy
  • Persuasively, while attuned to the reader’s possible sensitivities

 

Now, let’s talk about the elephant in the room: AI, which job seekers are using en masse. Earlier this year, I wrote that AI’s ability to hyper-increase an employee’s productivity—AI is still in its infancy; we’ve seen nothing yet—in certain professions, such as writing, sales and marketing, computer programming, office and admin, and customer service, makes it a “fewer employees needed” tool, which understandably greatly appeals to employers. In my opinion, the recent layoffs aren’t related to the economy; they’re due to employers adopting AI. Additionally, companies are trying to balance investing in AI with cost-cutting measures. CEOs who’ve previously said, “Our people are everything,” have arguably created today’s job market by obsessively focusing on AI to gain competitive advantages and reduce their largest expense, their payroll.

 

It wouldn’t be a stretch to assume that most AI usage involves generating written content, content that’s obvious to me, and likely to you as well, to have been written by AI. However, here’s the twist: I don’t particularly care.

 

Why?

 

Because the fundamental skill I’m looking for is the ability to organize thoughts and communicate effectively. What I care about is whether the candidate can take AI-generated content and transform it into something uniquely valuable. If they can, they’re demonstrating the skills of being a good thinker and communicator. It’s like being a great DJ; anyone can push play, but it takes skill to read a room and mix music that gets people pumped.

 

Using AI requires prompting effectively, which requires good writing skills to write clear and precise instructions that guide the AI to produce desired outcomes. Prompting AI effectively requires understanding structure, flow and impact. You need to know how to shape raw information, such as milestones throughout your career when you achieved quantitative results, into a compelling narrative.

So, what’s the best way to gain and enhance your writing skills? As with any skill, you’ve got to work at it.

Two rules guide my writing:

 

  • Use strong verbs and nouns instead of relying on adverbs, such as “She dashed to the store.” instead of “She ran quickly to the store.” or “He whispered to the child.” instead of “He spoke softly to the child.”
  • Avoid using long words when a shorter one will do, such as “use” instead of “utilize” or “ask” instead of “inquire.” As attention spans get shorter, I aim for clarity, simplicity and, most importantly, brevity in my writing.

 

Don’t just string words together; learn to organize your thoughts, think critically, and communicate clearly. Solid writing skills will significantly set you apart from your competition, giving you an advantage in your job search and career.

_____________________________________________________________________

 

Nick Kossovan, a well-seasoned veteran of the corporate landscape, offers “unsweetened” job search advice. You can send Nick your questions to artoffindingwork@gmail.com.

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Politics likely pushed Air Canada toward deal with ‘unheard of’ gains for pilots

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MONTREAL – Politics, public opinion and salary hikes south of the border helped push Air Canada toward a deal that secures major pay gains for pilots, experts say.

Hammered out over the weekend, the would-be agreement includes a cumulative wage hike of nearly 42 per cent over four years — an enormous bump by historical standards — according to one source who was not authorized to speak publicly on the matter. The previous 10-year contract granted increases of just two per cent annually.

The federal government’s stated unwillingness to step in paved the way for a deal, noted John Gradek, after Prime Minister Justin Trudeau made it plain the two sides should hash one out themselves.

“Public opinion basically pressed the federal cabinet, including the prime minister, to keep their hands clear of negotiations and looking at imposing a settlement,” said Gradek, who teaches aviation management at McGill University.

After late-night talks at a hotel near Toronto’s Pearson airport, the country’s biggest airline and the union representing 5,200-plus aviators announced early Sunday morning they had reached a tentative agreement, averting a strike that would have grounded flights and affected some 110,000 passengers daily.

The relative precariousness of the Liberal minority government as well as a push to appear more pro-labour underlay the prime minister’s hands-off approach to the negotiations.

Trudeau said Friday the government would not step in to fix the impasse — unlike during a massive railway work stoppage last month and a strike by WestJet mechanics over the Canada Day long weekend that workers claimed road roughshod over their constitutional right to collective bargaining. Trudeau said the government respects the right to strike and would only intervene if it became apparent no negotiated deal was possible.

“They felt that they really didn’t want to try for a third attempt at intervention and basically said, ‘Let’s let the airline decide how they want to deal with this one,'” said Gradek.

“Air Canada ran out of support as the week wore on, and by the time they got to Friday night, Saturday morning, there was nothing left for them to do but to basically try to get a deal set up and accepted by ALPA (Air Line Pilots Association).”

Trudeau’s government was also unlikely to consider back-to-work legislation after the NDP tore up its agreement to support the Liberal minority in Parliament, Gradek said. Conservative Leader Pierre Poilievre, whose party has traditionally toed a more pro-business line, also said last week that Tories “stand with the pilots” and swore off “pre-empting” the negotiations.

Air Canada CEO Michael Rousseau had asked Ottawa on Thursday to impose binding arbitration pre-emptively — “before any travel disruption starts” — if talks failed. Backed by business leaders, he’d hoped for an effective repeat of the Conservatives’ move to head off a strike in 2012 by legislating Air Canada pilots and ground crew to stick to their posts before any work stoppage could start.

The request may have fallen flat, however. Gradek said he believes there was less anxiety over the fallout from an airline strike than from the countrywide railway shutdown.

He also speculated that public frustration over thousands of cancelled flights would have flowed toward Air Canada rather than Ottawa, prompting the carrier to concede to a deal yielding “unheard of” gains for employees.

“It really was a total collapse of the Air Canada bargaining position,” he said.

Pilots are slated to vote in the coming weeks on the four-year contract.

Last year, pilots at Delta Air Lines, United Airlines and American Airlines secured agreements that included four-year pay boosts ranging from 34 per cent to 40 per cent, ramping up pressure on other carriers to raise wages.

After more than a year of bargaining, Air Canada put forward an offer in August centred around a 30 per cent wage hike over four years.

But the final deal, should union members approve it, grants a 26 per cent increase in the first year alone, retroactive to September 2023, according to the source. Three wage bumps of four per cent would follow in 2024 through 2026.

Passengers may wind up shouldering some of that financial load, one expert noted.

“At the end of the day, it’s all us consumers who are paying,” said Barry Prentice, who heads the University of Manitoba’s transport institute.

Higher fares may be mitigated by the persistence of budget carrier Flair Airlines and the rapid expansion of Porter Airlines — a growing Air Canada rival — as well as waning demand for leisure trips. Corporate travel also remains below pre-COVID-19 levels.

Air Canada said Sunday the tentative contract “recognizes the contributions and professionalism of Air Canada’s pilot group, while providing a framework for the future growth of the airline.”

The union issued a statement saying that, if ratified, the agreement will generate about $1.9 billion of additional value for Air Canada pilots over the course of the deal.

Meanwhile, labour tension with cabin crew looms on the horizon. Air Canada is poised to kick off negotiations with the union representing more than 10,000 flight attendants this year before the contract expires on March 31.

This report by The Canadian Press was first published Sept. 16, 2024.

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Federal $500M bailout for Muskrat Falls power delays to keep N.S. rate hikes in check

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HALIFAX – Ottawa is negotiating a $500-million bailout for Nova Scotia’s privately owned electric utility, saying the money will be used to prevent a big spike in electricity rates.

Federal Natural Resources Minister Jonathan Wilkinson made the announcement today in Halifax, saying Nova Scotia Power Inc. needs the money to cover higher costs resulting from the delayed delivery of electricity from the Muskrat Falls hydroelectric plant in Labrador.

Wilkinson says that without the money, the subsidiary of Emera Inc. would have had to increase rates by 19 per cent over “the short term.”

Nova Scotia Power CEO Peter Gregg says the deal, once approved by the province’s energy regulator, will keep rate increases limited “to be around the rate of inflation,” as costs are spread over a number of years.

The utility helped pay for construction of an underwater transmission link between Newfoundland and Nova Scotia, but the Muskrat Falls project has not been consistent in delivering electricity over the past five years.

Those delays forced Nova Scotia Power to spend more on generating its own electricity.

This report by The Canadian Press was first published Sept. 16, 2024.

The Canadian Press. All rights reserved.

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