Grain Foods Foundation and Wheat Foods CouncilPartnership

ND Wheat CommissionCounty Representatives Meeting

Grand Forks, ND December 8, 2010

Judi Adams, MS, RDPresident

Organizational Chart

GFF President/WFC

President

WFC Board of Directors

WFC Committees

GFF Board of Trustees

GFF Marketing Committee

Grain Foods Foundation Wheat Foods Council

130 members, primarily industry

$3.2 million annual budget 13 member board

5 bakers 5 millers 3 allied (AIB; ATBI and BEMA)

Executive board: 2 co-chair (1 baker and 1 miller) secretary and treasurer

8 member scientific advisory board

Marketing Committee

45 members, primarily grower groups

$700,000 budget 17 Member board

All industry members who pay $16,000 or over

All grower groups who pay full allotment or $16,000 if allotment is less

Executive board: Chairman Past-Chairman Vice Chairman Secretary/Treasurer

5 working committees: American Dietetic Assn. convention Commodity Classic Program Committee Agency Review Committee Nominating Committee

Each organization has an ex-officio member at the other’s meetings:

Sheryl Stennett, Horizon Milling, will represent GFF at the WFC meetings. Horizon is a member of both organizations.

Brent Robertson, NE Wheat Board, will represent WFC at GFF marketing committee meetings and Board meetings. NEWB is a member of both organizations.

Current Leadership:

Executive Board: Co-Chair: Cereal Food

Processors & The Kroger Company

Treasurer: Sosland Publishing Secretary: Cain Industries

Marketing Committee: Co Chair: Pepperidge Farm& Bimbo U.S.A.

Staff: Judi Adams, President Part-time fundraiser Part-time bookkeeper

Executive Board Chair: TX Wheat

Producers Board Past-chair: General Mills Vice Chair: ADM Milling Sec./Treasurer: NE Wheat

Board Staff:

Judi Adams, President Gayle Veum, Vice-

President Part-time bookkeeper

Wheat Foods Council Programs:

2009/20010 – “How Wheat Works” online program

2010/2011 - Urban Wheat Field in Washington, DC

Developed by Burson Marsteller with assistance from WFC members

Takes a participant from the “Field to the Fork” How wheat is planted, nourished and harvestedHow wheat is transported and milledHow flour is made into end productsExplains the nutritional value of wheat

How Wheat Works

Discusses the History of Wheat in the U.S.

Explains the Six Classes of Wheat

Shows the Difference Between Whole and Enriched Grains

Provides Recipes for the Type of Wheat Chosen

Teaches how to Find Grain Products in the Store

Cost - $210,000

1,682 consumers have participated in the program

Have submitted a proposal to revise, expand and better publicize the website in 2011

Urban Wheat Field, Sept. 23-24, 2010 Washington, DC

Jerry McReynolds, NAWG, Colin Peterson, MN, House Ag committee chair and David Moore, WFC Chair perform the ribbon cutting

Janice Cooper, CA Wheat Commission, with ADM’s commercial mill

Mary Ellen Wagner, SDWC shows hand grinding

NEWB makes cinnamon rolls with Ultragrain flour

Kathy Wiemer,RD, General Mills,teaches label reading

ConAgra provided a master baker, Manfred Schmidtke,to demonstrate cupcakes and biscotti

Media Coverage:

More Media Coverage:

Media Results:

Coverage Secured

CIRCULATION IMPRESSIONS

Consumer 22,215,401 23,597,587

Trade 501,515 1,043,306

Press release 13,588,280 13,610,780

TOTAL: 36,305,196 38,251,673

Coverage Pending

CIRCULATION IMPRESSIONS

804,659 970,640

Grain Foods Foundation Programs

Planned by the marketing committee in May

Approved by the full board in July for Sept. 1 start

Fall 2010: “Sandwich Night in America”

Spokespersons were Paula Deen’s sons, Bobby and Jamie. Online sweepstakesBlogger event in NY CityMall of America Event in MinneapolisTelevision and radio interviews87.1 million impressions

Paid Media for “Sandwich Night in America”

Paid ads in “First for Women” and “Real Simple”

Paid Media for “Sandwich Night in America”

More Paid Media

Spring 2011 Bread Art Project

Continuation of our 2010 Bread Art Project with Share our Strength (SOS) – largest childhood hunger advocate in America

Spring 2010

Enlisted Melissa d’Arabian, Food Network Chef

Partnership with SOS = $25,000

Raised an additional $50,000+

Go to www.BreadArtProject.org

Select your bread type and upload a photo or draw a picture:

paid media

social networks

blogosphere

media relations

school communication

Melissa d’Arabian with a “Mommy Blogger”

Nourish Children while educating the consumer

Launch through Traditional & Social Media

Engage with Influential Moms in Key Markets

Partner with Weekly Reader

Target elementary school and art teachers Atlanta Baltimore Dallas Houston Kansas City Los Angeles Miami Nashville Omaha Philadelphia Washington, DC

Provide Classroom Materials

Encourage Student Participation

“I have had my students creating bread art. My students and are I trying to help towards the June goal.”

“I will be doing this project with my school in late May.  It will be a joint project between technology and art!” 

106 million media impressions 2,100 new Facebook fans 51,820 bread art uploads $51,820 donated to Share our Strength

Bread Art Project Results

Grain Foods Foundation Scientific Advisory Board 2010/2011

Julie Miller Jones, PhD, LN, CNS,

Grains Nutrition

Ronald Kleinman, MDPediatrician

Sylvia Melendez-Klinger, MS, RD, LD

Hispanic Outreach

Bruce Young, MDOBY/GYN

Robert Rosenson, MDCardiologist

Shelly Case, RDGluten-free Expert

James Gavin, MDDiabetes Expert

Glenn Gaesser, PhDCommittee Chair &Glycemic Index Expert

WFC and GFF Collaboration to date

Joint exhibit at IBIE (International Baking Industry Expo), Las Vegas, Sept 26-29, 2010

Joint exhibit at American Dietetics Association Annual Convention, Boston, Nov. 7-9, 2010

Gayle Veum, WFCVice-President

Cindy Falk, KWC, Judi Adams, GFF and WFC, Gayle Veum, WFC, and Mary Ellen Wagner, SDWC

Thanks For Your Continued Support of WFC…

May This Be A Great Partnership

Questions?