Promotion of Wheat Consumption USA Market

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Promotion of Wheat Consumption USA Market
Marcia Scheideman, MS, RD President Natal,
Brazil October 14, 2006
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Mission

• The Wheat Foods Council is an industry-wide
  partnership dedicated to increasing wheat and
  other grain foods consumption through nutrition
  information, education, research, and other
  promotional programs

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Strength and Growth

• Producers organized in 1972 wheat at all time
  low
• 2006 voluntary members include all facets of
  grain industry producers, millers, bakers,
  industry, trade association

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Wheat Industry Voting Members

• General Mills
• Home Baking Association
• Kellogg Company
• Monsanto
• North American Millers Association

• AIB
• ABA
• BEMA
• ADM
• Cargill/Horizon
• Cereal Food Processors

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Producer Voting Members

• Idaho Wheat Commission
• Kansas Wheat Commission
• Montana Wheat and Barley Commission
• Nebraska Wheat Board
• North Dakota Wheat Commission
• Oklahoma Wheat Committee
• South Dakota Wheat Commission
• Texas Wheat Producers Board
• Washington Wheat Commission

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Associate Members
PRODUCERS

• Minnesota Wheat Commission
• Colorado Wheat Board
• Wyoming Wheat Marketing Commission

INDUSTRY

• Roman Meal
• Mennel Milling
• Independent Bakers Association
• Bay State Milling
• SAI Marketing
• US Wheat

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Special Projects
ADM and WFC
Website Promotion
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www.wheatfoods.org
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Grain Blog
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Special Projects
Kansas Wheat and WFC
Food Photography
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U.S. Domestic Market
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Flour Disappearance
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Trends in the Marketplace

• Quick Fix
• Drive and Go
• Inherently Healthy
• Fancy
• Farm Friendly
• Grazing
• Low, No and Reduce
• Do-it-yourself Doctoring

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Whole Grain Consumption

• Bread/baked goods 18
• Crackers 10
• Buns 23
• Pasta 20
• Cereal 21
• Bulgur 75
• Muffins 287

The effect on sales was immediate, according to
AC Nielsen report. Sales of key whole grain
categories in first quarter of 2005 increased
noticeably compared to the previous quarter. AC
Nielson June 2005
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Nutrition Policy
Trans Fat added as of January 2006
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Trends in Nutrition Behavior

• Know importance of diet and activity but have
  misconceptions
• Seeking information getting information and
  making changes
• Need help in portions
• Obesity tops list of awareness and concerns
• TV, magazines, internet most popular information
  sources
• Women more likely to explore health benefits
• RDs seen as credible source, MDs less so

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Getting the message out

• WFC uses public relations Mom, the Everyday
  Athlete
• Nutrition, health and fitness leaders
• Health and nutrition media
• Government opinion leaders

Mom, the Everyday Athlete
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Tools for Media
Help media interpret MyPyramid messages
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2005 Focus on MyPyramid
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2006 - Mom, the Everyday Athlete

• Built on recommendation for Americans to
  participate in physical activity
• Acknowledge that Moms are like athletes
• Research tells us that women 24-55 are food
  decision makers
• Moms of different ages have different needs

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Training Cards
Survey of 1600 moms
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Additional Components Extensions

• How to provide quality fuel for the with
  grain-based foods
• Nationwide search for exemplary Mom
• Spokesperson activities
• In-store broadcasts
• Newsroom promotes Mom while pitching other wheat
  related stories

Thank you!
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Mom, the Everyday Athlete 2007

• Create new moms
• Health conditions obesity, diabetes, heart
  disease
• Plan an event to celebrate health

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Hard and Soft Wheat Flour

• National Promotion
• NPR Interview
• Cooking School Participation
• Full page newspaper ads
• Promotional brochures distributed nationally

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Using FACTS to promote grains

• Research based factual information in easy to
  read format
• Has look and feel of popular diet book in easy to
  feel format

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Relevant to Audience

• Materials must be current to be relevant and used
• Research based factual information that applies
  to all audiences

Updated to include 2005 MyPyramid
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Opinion Leaders

• Food policy affects bottom line
• Submit comments on nutrition related issues of
  concern for industry
• Available as resource for decision makers at
  Federal level

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Health Care Professional News

• Hot Topics
• Study Spotlight
• Ask Marcia
• WFC in the news
• Fast Fun Facts

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Nutrition Research

• Research drives food policy
• Consumers moderating carbohydrates for perceived
  health benefits
• Contracted for human nutrition study
• Results VERY positive better than expected
• Set stage for additional research on
  contributions of grains to healthy diet

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Thank you!