WFC Program Highlights
October 31, 2014
Fall Joint Meeting
Gayle Veum, RD
Vice President
What we’re up against…
U.S. Domestic Market for Wheat
Issues, Obstacles and Opportunities
Issues
Anti-wheat
Rhetoric
Decreased
planting of
wheat
Weather
decimated
wheat
crops
WFC Financial Ability
Less Wheat •LESS $ to WFC
Planted
Poor Wheat •LESS $ to WFC
Crop Years
Less $ for WFC to Fight
Glutenfree
AntiGrains
Antiwheat
GMO
Claims
Low
Carb
Non-Scientific Claims
Wheat causes
all types of
health
problems
Grains are
not needed
for good
nutrition
Wheat is GMO
Humans have
not evolved
to eat grains
Modern wheat
is toxic
Recent Assaults
Paleolithic
Diet
“Grain
Brain”
Wheat
Belly Book
Scarsdale
Diet
The Zone
Reality
Promotion, research and education dollars
Source: Websites/annual reports
Opportunities
$10M budget:
Page 6
$20M budget:
Page 7
What are we doing with the
$ we have?
What are we doing with the
$$ we do have
What are we doing with the
we do have
$$
$$
WFC Program Highlights
WFC Program Highlights
Fiscal Year 2013/2014 and
Four Months into 2014/2015
Building Strong
Partnerships
Focus on Influencers
Media RDs

Registered dietitians who regularly appear on television, radio or
print media

WFC provides story ideas and wheat-related research

They are paid according to the number of WFC messages included
in the story and the size of the market

10 media RDs in 2013/2014 acquired 18 million impressions
WFC Media RD Results
Combined reach of over 18 million viewers
Supermarket Registered
Dietitians (SRDs)

Over 500 SRDs nationwide and growing

Speak directly to consumers through
demos, tours and flyers

Speak/interact with the media on a
regular basis

Excellent way to leverage our small
budget for big results
Grocery Chains Reached
Balls Foods
•
•
• Big Y
•
• Corbons
•
• Fareway
•
• Giant Eagle
•
• Giant Foods
•
• HEB
•
• Hannaford
•
Harmon’s
Ingles Markets
King Soopers
Kroger
Lowe’s Foods
Meijer
Price Chopper
Publix
•
•
•
•
•
•
•
•
Raleys
Roundys
Safeway
Skogenfest
SuperValu
Wegmans
Weis Markets
Whole Foods
Lights, Camera, Wheat Foods

Photo shoot in Denver in February 2014
 Kelsey
Hansen, recent graduate of Art Institute of
Colorado
 26
Shots in 3 days
“The Truth About Gluten”

Family Features lifestyle piece
Print
– 2.3 million
56%
of placements on
the
front page
States:
NY, FL, NC, OK,
GA, PA, AZ,MI, CA, IL,
WA, MS, TX, MO, SC, NJ,
KY, ID, TN, WI, UT, MA
and IA
Online
– 15.6 million
Newswire
- 21.8 million
FNCE Making an Impact

Oct. 18-21, 2014 Atlanta

Built on our winning
“formula”
 Booth
experts: breeder,
farmer, miller
 Couscous
& Corn Salad;
Bulgur salad
 30-second
 Six
RD survey
classes of wheat
display
Wheat Safari – In ND
Included 26 food
editors, food
bloggers, SRDs,
extension
professionals
and ag media
 Many WFC
members also
attended

Wheat Safari Goals

Educate key nutrition influencers about
wheat foods – from farm to fork

Showcase the expertise of WFC and members and
the many resources we provide

Generate media coverage

Strengthen the WFC relationship with nutrition
influencers

Develop relationships that will continue beyond
the Wheat Safari
From Farm…
To Classroom…
With a lot of fun along the
way…
Voting
ADM Milling
MT Wheat & Barley Committee
AIB International
NE Wheat Board
Ardent Mills
NAMA
Bimbo Bakeries USA, Inc.
ND Mill
CA Wheat Commission
ND Wheat Commission
Cereal Food
OH Small Grains Marketing
Program
Processors/Milner Milling
KS Wheat Commission
OK Wheat Commission
SD Wheat Commission
MD Grain Producers
TX Wheat Producers Board
Utilization Board
WA Grain Commission
MI Wheat Program
Associate
Non-Profit
BEMA
Kansas State University
Grain Science &
Industry Dept.
Corbion Caravan
CO Wheat Administrative
Committee
Home Baking Association
Kellogg Company
The Mennel Milling Company
Monsanto
NC Small Grain Growers Assn
Siemer Milling
VA Small Grains Board
MN Association of
Wheat Growers
National Wheat
Foundation
ND Grain Growers
Association
OR Wheat Growers
League
WY Wheat Growers
Association
Supporter
Individual
Allied Trades of the Baking
Industry
Kent and Melanie Eddy
AZ Grain Research and Promotion
Council
AK Wheat Promotion Board
Farmer Direct Foods
ID Wheat Commission
Independent Bakers Association
Jiffy Mixes
National Pasta Association
OR Wheat Commission
Pyle & Associates
Tortilla Industry Association
U.S. Wheat Associates
What can you do?

Be our Ambassador!

Share with extension professionals in your
region, state

Share with schools (teachers, nutritionists)

Use our materials as the basis for your own
presentations at local/state meetings

Publicize on your own social media
platforms

Give to your communications staff to
“mine” the content and turn into fact
sheets, infographics, blog posts, Tweets,
Facebook posts, etc.
Our Crisis
Communications Team…

Anticipate and respond to continued anti-wheat
messaging; give pro-active, positive presentations

Science is on our side
Thank you!
Your Next Speaker:

Professor and Director, Exercise and
Wellness Program

Director, Healthy Lifestyles Research
Center, AZ State University
Glenn Gaesser, PhD –
WFC Advisory Board