Change is always rife with difficulty and it takes time to get used to. I think this was an overreach. I do not care for the new branding. It is bland, not distinctive, to the flours on the market. While you do offer many other products, these are not available to me other than online, thus being distinct in the supermarket shelves is really important. I think there must have been another emblem that could have bridged the gap from the knight to this modernist wheat crown. As for the name, it is too long.

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