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Grain Foods Foundation and Wheat Foods CouncilPartnership
ND Wheat CommissionCounty Representatives Meeting
Grand Forks, ND December 8, 2010
Judi Adams, MS, RDPresident
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Organizational Chart
GFF President/WFC
President
WFC Board of Directors
WFC Committees
GFF Board of Trustees
GFF Marketing Committee
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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
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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.
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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
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Wheat Foods Council Programs:
2009/20010 – “How Wheat Works” online program
2010/2011 - Urban Wheat Field in Washington, DC
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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
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How Wheat Works
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Discusses the History of Wheat in the U.S.
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Explains the Six Classes of Wheat
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Shows the Difference Between Whole and Enriched Grains
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Provides Recipes for the Type of Wheat Chosen
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Teaches how to Find Grain Products in the Store
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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
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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
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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
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Media Coverage:
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More Media Coverage:
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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
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Grain Foods Foundation Programs
Planned by the marketing committee in May
Approved by the full board in July for Sept. 1 start
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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
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Paid Media for “Sandwich Night in America”
Paid ads in “First for Women” and “Real Simple”
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Paid Media for “Sandwich Night in America”
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More Paid Media
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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+
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Go to www.BreadArtProject.org
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Select your bread type and upload a photo or draw a picture:
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paid media
social networks
blogosphere
media relations
school communication
Melissa d’Arabian with a “Mommy Blogger”
Nourish Children while educating the consumer
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Launch through Traditional & Social Media
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Engage with Influential Moms in Key Markets
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Partner with Weekly Reader
Target elementary school and art teachers Atlanta Baltimore Dallas Houston Kansas City Los Angeles Miami Nashville Omaha Philadelphia Washington, DC
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Provide Classroom Materials
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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!”
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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
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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
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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
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Thanks For Your Continued Support of WFC…
May This Be A Great Partnership
Questions?