Soba reflection

The Japanese word "soba" means "buckwheat".  Most Westerners, if they know the word at all, know it in the context of "soba noodles".  Real soba noodles are made with buckwheat alone, or in some cases about up to about 20% wheat.

It appears that the folks at Loblaws product development are among those who don't know it.  President's Choice "soba noodles" have wheat flour first in their ingredients list, followed by buckwheat.