The Wheat Foods Council and the Grain Foods Foundation announced this week they have formed a partnership to more efficiently present the face of the wheat industry to consumers.
As part of the partnership, which was approved by both organizations’ boards and became effective Sept. 1, Grain Foods will continue to serve as the consumer education and promotional arm of the industry, while Wheat Foods will focus on opinion leaders to leverage grains nutrition education efforts.
Both groups will be directed by current Grain Foods President Judi Adams, who was president of the Wheat Foods Council for more than 13 years before joining Grain Foods. In addition, Gayle Veum, RD, has joined the Wheat Foods Council as vice president. Business operations for both groups will be based in Ridgway, Colo.
In a press release, leaders from both organizations said they expect the groups’ joint work to tighten nutrition education efforts from the wheat industry at large.
“After careful consideration and discussion of the role each organization plays, we realized it made the best sense to form an industry partnership to better represent the interests of all our members,” said Breck Barton, co-chairman of Grain Foods and president of Cereal Food Processors in Mission Woods, Kan.
David Moore, chairman of Wheat Foods and member of the Texas Wheat Producers Board, said that the partnership would “maximize efficiencies and will strengthen the voice of our industry among consumers and influencers.”
The Wheat Foods Council is a non-profit organization formed in 1972 to increase grain foods consumption through nutrition education and promotions. The group is largely grower-funded and grower-governed through state wheat commissions.
The Grain Foods Foundation is a joint venture of members of the milling and baking industries formed in 2004 to advance the public’s understanding of the role of grain-based foods.