Transcript of Gayle Veum, RD Vice President WFC Program Highlights October 31, 2014 Fall Joint Meeting.
- Slide 1
- Gayle Veum, RD Vice President WFC Program Highlights October
31, 2014 Fall Joint Meeting
- Slide 2
- What were up against
- Slide 3
- Issues, Obstacles and Opportunities U.S. Domestic Market for
Wheat
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- Anti-wheat Rhetoric Weather decimated wheat crops Decreased
planting of wheat Issues
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- LESS $ to WFC Less Wheat Planted LESS $ to WFC Poor Wheat Crop
Years WFC Financial Ability
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- Anti- wheat Gluten- free Low Carb GMO Claims Anti- Grains Less
$ for WFC to Fight
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- Non-Scientific Claims Wheat causes all types of health problems
Grains are not needed for good nutrition Humans have not evolved to
eat grains Modern wheat is toxic Wheat is GMO
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- Paleolithic Diet Scarsdale Diet The Zone Wheat Belly Book Grain
Brain Recent Assaults
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- Promotion, research and education dollars Reality Source:
Websites/annual reports
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- Opportunities $10M budget: Page 6 $20M budget: Page 7
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- What are we doing with the $$ we do have $$ What are we doing
with the $ we have?
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- Fiscal Year 2013/2014 and Four Months into 2014/2015 WFC
Program Highlights
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- Building Strong Partnerships Focus on Influencers
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- 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
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- WFC Media RD Results Combined reach of over 18 million
viewers
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- 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
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- Balls Foods Big Y Corbons Fareway Giant Eagle Giant Foods HEB
Hannaford Grocery Chains Reached Harmons Ingles Markets King
Soopers Kroger Lowes Foods Meijer Price Chopper Publix Raleys
Roundys Safeway Skogenfest SuperValu Wegmans Weis Markets Whole
Foods
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- Photo shoot in Denver in February 2014 Kelsey Hansen, recent
graduate of Art Institute of Colorado 26 Shots in 3 days Lights,
Camera, Wheat Foods
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- 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 The Truth About
Gluten
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- Oct. 18-21, 2014 Atlanta Built on our winning formula Booth
experts: breeder, farmer, miller Couscous & Corn Salad; Bulgur
salad 30-second RD survey Six classes of wheat display FNCE -
Making an Impact
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- Wheat Safari In ND
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- Included 26 food editors, food bloggers, SRDs, extension
professionals and ag media Many WFC members also attended
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- 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 Wheat Safari Goals
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- From Farm
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- To Classroom
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- With a lot of fun along the way
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- MT Wheat & Barley Committee NE Wheat Board NAMA ND Mill ND
Wheat Commission OH Small Grains Marketing Program OK Wheat
Commission SD Wheat Commission TX Wheat Producers Board WA Grain
Commission ADM Milling AIB International Ardent Mills Bimbo
Bakeries USA, Inc. CA Wheat Commission Cereal Food
Processors/Milner Milling KS Wheat Commission MD Grain Producers
Utilization Board MI Wheat Program Voting
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- BEMA 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 Kansas State University Grain Science & Industry Dept. MN
Association of Wheat Growers National Wheat Foundation ND Grain
Growers Association OR Wheat Growers League WY Wheat Growers
Association Associate Non-Profit
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- Allied Trades of the Baking Industry 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 Kent
and Melanie Eddy Supporter Individual
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- 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. What can you
do?
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- Our Crisis Communications Team Anticipate and respond to
continued anti-wheat messaging; give pro-active, positive
presentations Science is on our side
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- 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