Press

Wheat Foods Press
07/12/2017 (Ridgway, CO)

Wheat Foods Council Sets Program Plan

 

FOR IMMEDIATE RELEASE

Contact:  
Tim O’Connor   President 
303.229.9198
toconnor@wheatfoods.org

Ridgway, CO (July 12, 2017) – At its recent Summer Meeting, held in Manhattan, Kansas, the Wheat Foods Council (WFC) approved the program plan for its 2017-2018 fiscal year that began on July 1, 2017. The programs are the year two tactics of implementing the WFC’s strategic plan’s four core strategies:
•    Personal Trainers – A partnership with Personal Trainers gives us the opportunity to provide additional balance to the conversation about the goodness of wheat foods.
•    Enriched Wheat Products – Despite its presence in so many healthy, everyday foods, misperceptions about the goodness of enriched wheat still exists today. We continue to drive conversations about the many benefits enriched wheat products provide.
•    Registered Dietitians – Our longstanding partnership with Registered Dietitians has paid healthy dividends, as they continue to amplify our strategic messaging through their expert voice.
•    Modern Wheat – We have initiated a campaign to improve the image of modern wheat and wheat breeding by proactively addressing the misinformation through messaging to influencer groups using science-based facts.

WFC’s FY 2017-2018 Programs

Personal Trainers
•    Exhibit at the largest Personal Trainer expo
•    Grow our centerfornutritionandathletics.org website as a key hub to connect with Personal Trainers
•    Expand our webinar presence building off our record setting initial webinar attendance of over 2000 Personal Trainers
•    Develop a Personal Trainer app that trainers can use with their clients that includes nutrition advice, meal plans, menus, videos and tips.
•    Create and distribute recipe and expert videos
•    Sponsor 2016 World Triathlon Championship Silver Medalist Michele Tuttle in her quest for Gold at the 2017 World Championships

Enriched Wheat
•    Conduct 2nd custom wheat foods seminar at the Culinary Institute of America for key restaurant chain menu development chefs and trend setting chefs
•    Hold 2nd annual Enrich You Life 5K run as a platform to deliver positive wheat messages
•    Disseminate recipe and expert videos wherever possible

Registered Dietitians
•    Continue to provide information and resources for dietitians to use
•    Utilize our media RDs visibility to reach millions of consumers (over 56 million consumers have been reached by our media RD team so far)
•    Develop podcasts on targeted programs that have a nutritionist/RD audience

Modern Wheat
•    Deliver webinars and podcasts to key influencer groups

In addition to setting this aggressive program plan in place, the WFC board elected its 2017-2018 officers at the meeting:
Reid Christopherson, South Dakota Wheat Commission. - Chair
Debi Rogers, AIB International- Past Immediate Chair
Rachael Vonderhaar - Ohio Corn and Wheat Sec./Treasurer;
Vance Taylor, North Dakota Mill - Vice Chair (pictured left to right).
WFC board


 

 

 

 

 

The Wheat Foods Council (WFC) is a leading source of science-based information on wheat and wheat foods nutrition. For more information, visit the WFC website, www.wheatfoods.org.


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03/14/2016 (Denver, CO)

Statement Regarding Glycemic Index and Lung Cancer Study. Wheat Foods Council Encourages a Whole Diet Approach to Health

The latest study to associate glycemic index with disease risk was published in the March issue of Cancer Epidemiology, Biomarkers and Prevention.  The study involved 1,905 newly diagnosed lung cancer cases in non-Hispanic white people and a control group of 2,413 healthy non-Hispanic white people. The study found a higher “association” between people eating diets in the highest quintile (20%) of glycemic index and an increased risk of lung cancer.

Association and causation are not the same thing: association means that there’s a tendency for one factor to be linked to another but does not mean that one thing causes another, a point that is often misunderstood. For example, many heavy smokers who develop lung cancer tend to be coffee drinkers.  Therefore, there’s an “association” between coffee and lung cancer cases but drinking coffee doesn’t “cause” lung cancer (smoking does) (REF:  http://www.fasebj.org/content/29/1_Supplement/906.28.short).

The glycemic index has been used as a marker of carbohydrate quality since first being defined in the early 1980’s. Like many diet quality indexes, it falls far short of telling a complete story.

“The glycemic index has never been a reliable indicator of carbohydrate or diet quality,” notes Corrie Whisner, PhD, of Arizona State University. For example, higher glycemic index foods (including carrots, sweet potatoes, and whole wheat bread) have been associated with a reduced risk of disease. To exclude foods based only on their glycemic index alone would mean reducing important nutrients such as fiber and beta-carotene. In addition, the glycemic effect of specific foods like pasta or bread depends on the other meal components since these foods are not eaten alone. The amounts of protein and fat eaten with carbohydrates change the rate of absorption and glycemic load. Whisner noted, “An association between glycemic index and disease doesn’t tell the whole story which is probably more about what is missing in the diet (fiber, nutrients, fruits and vegetables, healthier fats, etc.) than what has been eaten.”

A better indicator of diet quality is following a food-oriented approach like the one suggested by MyPlate, the DASH diet or a Mediterranean Diet. All three of these dietary patterns have been shown to reduce overall chronic disease risk. In addition, when considering any dietary pattern or food, it’s important to realize that eliminating one type of food or group can have unintended consequences on the rest of the diet and the health of our gut bacteria. For example, if pasta is excluded from the diet, B vitamins, iron, fiber and folate are also reduced unless great care is taken to replace them with other foods. In addition, many people consume marinara (tomato sauce) and other vegetables with pasta, and this impacts risk of disease as well.

About the Wheat Foods Council
The Wheat Foods Council is a nonprofit organization formed in 1972 to help increase public awareness of grains, complex carbohydrates, and fiber as essential components of a healthful diet. The Council is supported voluntarily by wheat producers, millers, bakers, and related industries. For more information, visit the WFC website, www.wheatfoods.org.

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01/27/2016 (Ridgway, CO)

Wheat Foods Council Revs Up Promotion Efforts with Adoption of New Strategic Plan

Ridgway, CO (January 27, 2016) – Identifying new target audiences and establishing messaging priorities marked the successful conclusion of the Wheat Foods Council’s (WFC) strategic planning session held in conjunction with their Annual Meeting, January 13-14, 2016, in Scottsdale, AZ.

The Council’s strategic plan development process was spearheaded by WFC President Tim O’Connor, who joined the organization in June 2015. “I’m excited about our new plans,” stated O’Connor. “We have identified a number of initiatives we will be able to implement immediately giving us a jump-start on our new strategies for next fiscal year’s programming which begins in July 2016.”

“This was a well thought-out strategy development process that ultimately will further increase the already significant value proposition of the Wheat Foods Council to its stakeholders,” commented WFC Chair Don Brown, Ardent Mills. “All members played an important role in defining our target audiences and message priorities, and we benefited greatly from their knowledge and expertise.”

The new strategic plan was developed through extensive dialog with the wheat industry including producers, millers and bakers along with insight obtained through a WFC funded survey of medical doctors, registered dietitians and personal trainers. “The survey strongly reinforced the importance of additional education for key influencer groups,” noted O’Connor. “We identified personal trainers as a category of particular interest for targeting new educational programs due to their strong relationship with consumers as a go-to source for health and nutrition information.“ He added that registered dietitians, with whom the WFC has developed a strong relationship over several decades, will continue to be an important part of our influencer education mix.

In terms of messaging, while recognizing and supporting the importance of whole grains in the diet, the strategic plan places greater emphasis on further education of influencers and consumers about the significant health contributions of enriched wheat products. Demystifying the milling process will go hand-in-hand with recognizing the role enriched wheat products play in healthful eating. “We will be working with our Advisory Board to take a closer look at the science around ‘enriched’,” stated O’Connor, “and will use this information as the basis for future programs. We know previous efforts have been made to support enriched products by the industry. Our new strategy seeks to build on those initiatives and will take new approaches to advance the image of enriched wheat products.”

Another key area identified in the strategic plan is to develop education and messaging to influencer groups that focus on wheat and wheat breeding. “With wheat producers as the core members of the WFC, this fits perfectly in our wheelhouse,” observed O’Connor. “The WFC will be developing new program elements that proactively address the misinformation in the media and on the web surrounding this topic.”

The Wheat Foods Council (WFC) is a leading source of science-based information on wheat and wheat foods nutrition. For more information, visit the WFC website, www.wheatfoods.org.

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Wheat Foods Council 2016 – 2020 Strategic Plan

The Wheat Foods Council (WFC) adopted a new strategic plan at its Annual Meeting on January 14, 2016 that identifies new target audiences and establishes messaging priorities developed through an extensive dialog with the wheat industry including producers, millers and bakers.

As we developed this strategic plan our guidelines were:

  •          Focus on ideas appropriate for the WFC to undertake
  •          Seek the opportunities with the greatest ROI and upside potential that WFC could advance
  •          Identify the industry’s biggest problems for which WFC could provide solutions

Background

Mission Statement: The WFC is an industry-wide partnership dedicated to increasing domestic wheat foods consumption through nutrition information, research, education and promotional programs.

Vision: The WFC seeks to deliver a program of wheat foods promotion while correcting misinformation where appropriate—play offense as much as possible; play defense when necessary.

WFC follows an influencer strategy targeting our programs to influencers who will multiply our messages to the audiences they communicate with.  This strategy is highly appropriate due to the WFC’s limited budget and the effectiveness of message multiplication by selecting the right influencer targets and providing them with compelling information and programs.

WFC Strategies 

  •  Continue educating Registered Dietitians about wheat and wheat foods as part of our key influencer target mix.  WFC has developed a strong relationship with RDs over several decades and will utilize this relationship to provide RDs with the most current nutrition updates and information from our new strategies and messaging priorities.
  •  Educate personal trainers about wheat foods as a new influencer category of particular interest due to their strong relationship with consumers as a go-to source for health and nutrition information.
  •  Improve the image of enriched wheat products by further educating influencers and consumers about the significant health contributions of enriched wheat products, demystifying the milling process, taking a closer look at the science around enriched and building off past industry efforts to support enriched products by developing new initiatives.
  •  Improve the image of “modern wheat” and wheat breeding by proactively addressing the misinformation surrounding this topic with education and messaging to influencer groups using science and facts.
06/09/2015 (Ridgway, CO )

Wheat Foods Council Names Tim O’Connor As New President

The Wheat Foods Council (WFC) today announced that Tim O’Connor, president and CEO, Tim O’Connor Associates, Centennial, CO, has been named president of the organization, effective June 15, 2015. O’Connor replaces Judi Adams, MS, RDN, who is retiring at the end of the month.

In making the announcement, WFC Chair Erica Olson, North Dakota Wheat Commission, stated, “We are extremely pleased to bring a top caliber industry leader with expertise in agriculture as well as marketing to the Wheat Foods Council. Tim has an outstanding record of achievement and will build on the Council’s reputation as a science-based resource on wheat and wheat food nutrition.”

She also thanked Judi Adams for her many years of service to the organization as well as to the wheat industry as a whole. “Judi’s long-time association with agriculture, as well as her credentials as a registered dietitian, played a key role in making the Wheat Foods Council what it is today,” said Olson. “We will miss her dedication, energy and commitment and wish her the very best in retirement.”

O’Connor’s background is firmly grounded in agriculture and marketing. Prior to launching his own consulting firm, O’Connor worked as CEO of Avocados from Mexico, a start-up marketing agency created to build demand for Mexico’s avocado production. From 1999 to 2013, he served as president and CEO of the United States Potato Board, where he successfully positioned the organization as one of the leading produce marketing organizations. He also is a past executive vice president and CEO of the Illinois Beef Association.

“I am very excited about being part of the Wheat Foods Council and look forward to building on the organization’s strong foundation,” commented O’Connor.

The Wheat Foods Council is a nonprofit organization formed in 1972 to help increase public awareness of grains, complex carbohydrates, and fiber as essential components of a healthful diet. The Council is supported voluntarily by wheat producers, millers, and related industries. For more information, visit www.wheatfoods.org.

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07/15/2013

Wheat Foods Council Elects Officers

Ridgway, CO (July 15, 2013)  – Erica Olson, a marketing specialist with the North Dakota Wheat Commission (NDWC), Mandan, ND, is the 2013-14 chair of the Wheat Foods Council (WFC).  Olson started working with the NDWC in 2006, handling promotion activities for foreign buyers including trade team arrangements, providing quality and supply and demand information to customers, statistical and market analysis and marketing information to producers, and assisting with communication efforts.  She grew up on a family farm near Mohall, ND and received B.S. and M.S. degrees in agricultural economics.

“Erica will be a great leader for the Wheat Foods Council and her strong marketing background will be an important asset in the coming year,” said WFC President Judi Adams. “The Council will be continuing our focus on the dietitian community, while also expanding to incorporate extension agents and consumer affairs representatives in our public relations outreach.”
 
Other officers are: 
 
Vice Chair - Cindy Falk, Kansas Wheat Commission
Falk is a Nutrition Educator for Kansas Wheat. She began in 1985 as a volunteer “Speak for Wheat” spokesperson and part-time nutritionist (1989 -1994). Falk is responsible for domestic marketing and nutrition education where she enjoys developing the annual Kansas Wheat Commission Recipe booklet, providing educational programs, and supervising more than two dozen “Speak for Wheat” volunteer spokespersons. She is currently Chair of the National Festival of Breads. Since 1993, she has served on the WFC Executive Board of Directors and was chairperson in 2002-2003. She earned a B.S. in Human Ecology from Kansas State University.
 
Secretary/Treasurer   Don Brown, Vice President of Sales, ConAgra Mills
Don has been with ConAgra Foods, Inc. since 1982, starting as a feed ingredient merchandiser and has subsequently held several leadership positions in ConAgra Foods’ trading and processing businesses. Don started his career in the grain industry as a grain merchant for Coast Trading Company at the Minneapolis Grain Exchange.
 
Brown is a member of multiple industry associations including North American Millers Association (NAMA), American Bakers Association (ABA), and National Association of Flour Distributors (NAFD) and was a founding trustee of the Grain Foods Foundation (GFF). He holds a bachelor’s degree in Marketing and an MBA in Management from Minnesota State University.
 
Immediate Past Chair - Brent Robertson, Nebraska Wheat Board
Robertson and his wife Amy raise irrigated and dry land wheat and corn. He is a graduate of the University of Nebraska–Lincoln with a B.S. in diversified agricultural and minors in agricultural economics, animal science, and mechanized systems management. Brent is a member of the NE Wheat Growers Association and Nebraska Farm Bureau.
 
The Wheat Foods Council is a nonprofit organization formed in 1972 to help increase public awareness of grains, complex carbohydrates, and fiber as essential components of a healthful diet. The Council is supported voluntarily by wheat producers, millers, and related industries. For more information, visit www.wheatfoods.org.

10/03/2012 (Ridgway, CO)

Wheat Foods Council Celebrates 40 Years of Nutrition Education Based On Sound Science

The Wheat Foods Council (WFC), a non-profit organization dedicated to educating the public about the importance of grains, complex carbohydrates, and fiber, is celebrating 40 years of all things wheat foods.
 
 “Wheat producers across the country joined together in 1972 to create the Wheat Foods Council as a national organization to promote the entire category of wheat-based foods, including baked goods, cereal, crackers, pasta, sweet goods and tortillas,” said Wheat Foods Council President Judi Adams, MS, RD. “Since then, our organization has established itself as a leading source of science-based information on wheat and grain foods nutrition. Though the times have changed, we remain committed to our ongoing mission of increasing awareness of dietary grains as an essential component of a healthful diet.”
 
“In the 40 years since its founding, the WFC has evolved into a leading authority on wheat and grain foods nutrition,” added WFC Chair Brent Robertson, a wheat farmer in Perkins, Lincoln and Chase counties, NE. “As growers, we feel strongly about the part we play in delivering healthy, nutritious grain products to help feed people around the world. The Wheat Foods Council, with its grounding in sound nutrition science, provides an important resource to our ultimate customer – consumers – to assist them in better understanding the role wheat and grains play in a healthy diet.”
 
Today, the WFC is comprised of more 35 member organizations, including grain producers, millers, baking suppliers, life science companies, and cereal manufacturers. The group reaches out to and partners with a range of audiences, including educators, consumers, chefs, health and nutrition professionals, and supermarket and retail dietitians.
 
The WFC will mark this important milestone as part of its participation as an exhibitor at the Academy of Nutrition & Dietetics (AND) Food & Nutrition Conference & Expo October 7-9, 2012, in Philadelphia, PA.

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About the Wheat Foods Council
The Wheat Foods Council is a nonprofit organization formed in 1972 to help increase public awareness of grains, complex carbohydrates, and fiber as essential components of a healthful diet. The Council is supported voluntarily by wheat producers, millers, and related industries. For more information, visit www.wheatfoods.org.

 

    Documents and/or Photos available for this release:

 

WFC 40th Anniversary Logo

To view supporting documents and/or photos, go to www.enr-corp.com/pressroom and enter Release ID: 338918

07/19/2012

Wheat Foods Council Elects Officers


WFC 2012-13 Officers
Ridgway, CO
 – Brent Robertson (above left), a wheat farmer in Perkins, Lincoln and Chase counties, NE, is the 2012-2013 chair of the Wheat Foods Council (WFC).  Brent is a member of the Nebraska Wheat Board and for the past year, served as the WFC’s vice chair.
 
“Brent has shown great dedication in assisting the Wheat Foods Council in its mission to educate the public about the nutrition and healthfulness of wheat foods,” said Judi Adams, WFC President.  “As a producer, he will be a valuable leader over the next year as we focus more heavily on raising the awareness of supermarket dietitians about where wheat comes from and how to incorporate more grains into Americans’ daily diets.”
 
Robertson and his wife Amy raise irrigated and dry land wheat and corn. He is a graduate of the University of Nebraska–Lincoln with a B.S. in diversified agricultural and minors in agricultural economics, animal science, and mechanized systems management. Brent is a member of the NE Wheat Growers Association and Nebraska Farm Bureau.
 
Other officers are:
 
Vice Chair - Erica Olson, North Dakota Wheat Commission (above, second from left)
Olson started working with the North Dakota Wheat Commission in 2006, joining the staff as marketing specialist. Her duties include promotion activities for foreign buyers including trade team arrangements, providing quality and supply and demand information to customers, statistical and market analysis, providing marketing information to producers and assisting with communication efforts.  She grew up on a family farm near Mohall, ND, and received her bachelor and master’s degrees from North Dakota State University.
 
Secretary/Treasurer - Cindy Falk, Kansas Wheat Commission (above, second from right)
Falk is a nutrition educator for Kansas Wheat. She began in 1985 as a volunteer “Speak for Wheat” spokesperson and part-time nutritionist (1989 -1994). Falk is responsible for domestic marketing and nutrition education where she enjoys developing the annual Kansas Wheat Commission Recipe booklet, providing educational programs, and supervising more than two dozen “Speak for Wheat” volunteer spokespersons. She is currently Chair of the National Festival of Breads. Since 1993, she has served on the WFC Executive Board of Directors and was chairperson in 2002-2003. She earned a B.S. in Human Ecology from Kansas State University.
 
Immediate Past Chair - Dave Green, ADM Milling Co.  (above right)
Green currently serves as director of quality control and laboratory services at ADM Milling Co.  For the past 24 years, he has overseen corporate quality programs for ADM Milling facilities in the U.S.   His responsibilities include crop surveys, wheat blends, customer correspondence and specifications.  He directs the mill laboratory managers and corporate laboratory in Overland Park, KS.  Previous to ADM, Green served as crop scout flour miller and mill lab technician with International Multifoods.  A native of Akron, OH, he holds a B.S. degree from Ohio State University.  Green is a member of the American Association of Cereal Chemists, the American Society of Baking, and the Wheat Quality Council. 
 
Liaison to Grain Foods Foundation Marketing Committee - Mary Ellen Wagner, South Dakota Wheat Commission  (not pictured)                                             
Wagner is a long-time member of the South Dakota Wheat Commission and the Wheat Foods Council Board of Directors.  She has served in all the executive board positions and chaired numerous committees, the most longstanding of which is the WFC Exhibits at the annual meeting of the Academy of Nutrition and Dietetics (AND).  Wagner has a bachelor and master’s degrees in Communications. 
 
The Wheat Foods Council is a nonprofit organization formed in 1972 to help increase public awareness of grains, complex carbohydrates, and fiber as essential components of a healthful diet. The Council is supported voluntarily by wheat producers, millers, and related industries. For more information, visit www.wheatfoods.org.
06/02/2011 (Ridgway, Colo.)

USDA Announces New Food Icon

Contact:   Jula Kinnaird
jula@kinnairdmangan.com
703-919-8707

The dietary icon "MyPlate" took center stage along with First Lady Michelle Obama, Agriculture Secretary Tom Vilsack and Surgeon General Dr. Regina Benjamin who unveiled the new food icon intended to replace MyPyramid. The new plate-shaped symbol, referred to as “MyPlate,” is part of a comprehensive nutrition message aimed at providing positive nutrition recommendations that are easy to understand. 

“MyPlate” is divided into four colored wedges representing the basic food groups. Half of the plate represents fruits and vegetables and the other half represents grains and protein. In addition to the plate, there is a circular symbol for dairy. 

To learn more about the Grains Group go to: http://www.choosemyplate.gov/foodgroups/grains.html

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05/16/2011 (Ridgway, Colo.)

Wheat Foods Council Names kinnaird+mangan as New PR Agency

Contact:   Jula Kinnaird
jula@kinnairdmangan.com
703-919-8707

The Wheat Foods Council (WFC) announces the selection of kinnaird+mangan as the organization’s new public relations agency. The kinnaird+mangan team will help the WFC raise awareness of the benefits of wheat foods across the country. Principals Jula Kinnaird and Dave Mangan are partnering with nutrition expert Lisa Katic, RD, president of K Consulting, for this project.

“The team at kinnaird+mangan has the experience and capability we are looking for to help us in our mission to promote consumption of wheat foods. We are excited about tapping into their expertise to increase awareness and raise the profile of our organization among key message multipliers,” said Judi Adams, WFC president. “Their industry knowledge, creativity, and relationships with the nutrition community make for a perfect partnership with the Council.”

“We look forward to working with the Wheat Foods Council to deliver a program that provides a strong value proposition," commented Jula Kinnaird, principal, kinnaird+mangan. "We believe our skill set aligns well with the Council’s needs and can't wait to get started on the campaign."

About the Wheat Foods Council

The Wheat Foods Council is a nonprofit organization formed in 1972 to help increase public awareness of grains, complex carbohydrates, and fiber as essential components of a healthful diet. The Council is supported voluntarily by wheat producers, millers, and related industries. For more information, visit www.wheatfoods.org.

About kinnaird+mangan

kinnaird+mangan, based in the Washington DC area, provides public relations, marketing, and communications services to associations and organizations nationwide. Founded in 2009, it is headed up by Jula Kinnaird, an experienced trade association veteran who has spent more than 20 years in the food/agriculture arena, and Dave Mangan, who brings over 30 years experience in developing brands and establishing a presence in the marketplace. Its client list includes American Bakers Association, Commodity Markets Council, Miller Milling Company and US Apple Association. For more information, visit www.kinnairdmangan.com.

About K Consulting K Consulting, a practice based in Washington, DC, specializes in food policy, communications and education. President Lisa Katic, RD is an expert in scientific and regulatory programs in many areas, including nutrition and obesity. She is also an active member of The American Dietetic Association (ADA), Society for Nutrition Education, the American Institute for Wine and Food, and the International Association of Culinary Professionals. For more information, visit www.kconsultingonline.com.

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