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The “Land of Rape and Honey” has been officially retired as the slogan for Tisdale, Sask.

The town announced a new slogan and logo on Monday – “Opportunity Grows Here.”

READ MORE: Tisdale, Sask. drops ‘Land of Rape and Honey’ slogan

Officials said it is an evolution that recognizes Tisdale’s tradition and expertise in the agriculture field.

“Tisdale has been supporting the agricultural sector for many decades and we have the capacity and expertise to support large scale agrivalue industry from crushing plants to value added processing,” said Tisdale Mayor Al Jellicoe.

“We want the world to know that “Opportunity Grows Here” in Tisdale, Saskatchewan.”

The old slogan has come under attack in recent years, with complaints raised by people unaware as to the meaning of “rape” in the slogan.

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A small town in northern Saskatchewan is asking residents whether it’s time to change its slogan. IGN.com

Rape refers to rapeseed, a bright yellow crop that was a precursor to the modern canola and a key agriculture product of the area.

But it offended people who think it meant sexual assault.

READ MORE: Saskatchewan town considers changing ‘Land of Rape and Honey’ slogan

The change in slogan came after a survey in the community and consultations with branding firms and experts.

“Our survey, our focus groups and the advice we received from industry experts indicated it was time for an update,” said Sean Wallace, Tisdale’s director of economic development.

“Having a brand that is modern, unique and conveys an easily understood message is paramount in today’s competitive environment.”

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The town also unveiled a new website.

With files from The Canadian Press