2007 Q4 Newsletters

December 2007 Member E-Newsletter (sent Dec. 14, 2007)

Dear Whole Grains Council Members,

Holiday greetings and cheer to all of you, as 2007 comes to an end. We invite you to take a look at our special "Whole Grains for the Holidays" page, through the link featured on our home page or directly at http://wholegrainscouncil.org/newsroom/whole-grains-for-the-holidays.

STAMP FOR USE IN CANADA
Our big news this month is that the Canadian Food Inspection Agency (CFIA) has reviewed a Canadian version of the Whole Grain Stamp and given us positive feedback. Our nine Canadian members and the scores of members who market their products in Canada especially welcome this news, which is a result of over a year of discussions with CFIA. We're working on graphics now for a bilingual Stamp and expect to make them available early in 2008.

WIC TO INCLUDE WHOLE GRAINS
Last week, USDA announced the first update in three decades of the WIC (Women, Infants and Children) supplemental feeding program. This program, which provides vouchers for healthy foods to low-income women who are pregnant or nursing and to their young children, now includes whole grains for the first time. While specific products that can be purchased with these vouchers are approved state by state, the federal rules specify which whole grains are eligible for consideration.

Whole grains potentially eligible for inclusion in state WIC programs are:
a. 100% whole wheat breads meeting the FDA standard of identity for whole wheat bread.
b. Other whole grain breads that qualify for the FDA whole grain health claim and where the first ingredient is a whole grain.
c. Breakfast cereals that qualify for the FDA whole grain health claim and where the first ingredient is a whole grain, and also meet requirements for iron and for limited sugar.
d. Brown rice, bulgur, oats and whole-grain barley with no added fats or oils.
e. Wheat and soft-corn tortillas where the first ingredient is whole wheat or whole corn.

The new rules will be effective February 8, 2008; states must implement them by August 5, 2009. You can download a PDF of the new WIC rules on our website at http://wholegrainscouncil.org/files/WIC_InterimRule.pdf

UPDATE ON SCHOOL RULES
As you may be aware, federal law requires all government nutrition programs to be in line with the latest Dietary Guidelines. With that in mind, many of us have been expecting updates in requirements for the National School Lunch Program, as three years have passed since the "new" Dietary Guidelines were introduced in January of 2005. Our USDA contacts now tell us that the Institutes of Medicine (IOM) have been asked to weigh in with recommendations for this update, so any changes are likely to be at least two more years away.

In the meantime, USDA may issue an interim guidance to encourage more consumption of whole grains. As always, we'll keep our eye on the situation -- and continue our ongoing efforts to help schools incorporate more whole grains.

MORE GREAT MEDIA COVERAGE
Sally Squires wrote a wonderful article in the Washington Post this week titled "The Whole Truth About Grains: Bulgur Can Trim Your Bulges and Spelt Can Make You Svelte." Love that title! It's always interesting to see the range of publications that contact us for contributions and comments on stories about whole grains. In the past few weeks, for instance, we've talked with Consumer Reports Health Newsletter, Supermarket News, New Products Magazine, and even "C," a Swedish cereal magazine.

Remember to call or email us when you're introducing a new product, especially one that takes whole grains in a new direction. The more we know about our members' products, the more chances we'll have to weave them into our media conversations as an illustration of the great momentum happening in whole grains.

Best wishes for a Happy New Year from all of us at Oldways and the Whole Grains Council. We have appreciated the opportunity to work with all of you during the past year.

Cindy
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Cynthia Harriman
Director of Food and Nutrition Strategies
Oldways / The Whole Grains Council
603-436-1608 direct
617-896-4820 main office

November 2007 Member E-Newsletter (sent Nov. 15, 2007)

Dear Whole Grains Council members,

Our 2007 "Just Ask for Whole Grains" conference just concluded last week in Kansas City, and it was a delight to see many of you there. Be assured that the rest of you were there in spirit! Most of this month's newsletter will recap the conference, as a quick catchup for those who couldn't attend, and a handy summary for participants wanting an easy way to report back to their colleagues.

"IF YOU OFFER IT, THEY WILL BUY"
"If you offer it, they will buy" was the big message of the "Just Ask" conference, delivered by speaker after speaker.
** PF Chang's and Pei Wei's restaurant chains offer all customers a choice of brown or white rice -- and 45% choose brown rice.
** Compass USA (the world's 12th largest employer, running workplace, school and healthcare dining facilities) makes whole grains the default for corporate catering -- and only 1 in 10 ask for refined choices instead.
** Virginia Tech (our WG Challenge grand winner) offered two dozen whole grain choices a day to win our contest -- then kept most of the new dishes on the menu by popular demand.
** Lynn Dornblaser of Mintel reports that "whole grain bakery products sell faster than grain products overall."
** Chef Paul Lynch says his upscale diners swoon over every whole grain dish he creates. "Whole grains enlarge the palette of premium flavors I can offer," he reports. "But I couldn't keep them on the menu if they didn't sell."

The positive impact of availability was also evident in our "Stamp Power Tower" an impressive display of products bearing the Whole Grain Stamp. Thanks to those of you who sent products and packages. The display made a big impact -- showing only a mere tenth of the "Stamped" products on the market. (Look for photos on our website soon!)

PRESENTATIONS AND PROGRAM MATERIALS ONLINE
All speaker presentations are now on the WGC website, as are materials from our conference program book. The program book has all kinds of great reference material you'll find useful in your marketing materials and strategic planning. So take a look, and download everything that might be helpful in your work.

It's all at http://wholegrainscouncil.org/resources/just-ask-for-whole-grains-conference-nov-2007 . Or simply select "Resources" from the main menu and then "WG Conference Proceedings."

TODAY THE U.S., TOMORROW THE WORLD
The last session of our conference was an optional International Workshop, organized in cooperation with the Danish Cancer Society. Many international delegates attended the "Just Ask" conference in order to learn from the success of whole grain promotions in the U.S., and this session offered an opportunity for them to describe their countries' recommendations for whole grains, consumer attitudes, and existing promotion efforts. Delegates from Denmark, Australia, Japan, Germany and Canada made reports, with Norway and India represented in absentia.

A special thanks to Morten Strunge Meyer of Denmark for co-moderating this session. Presentations from this session are available on the WGC website under Resources / International Resources (http://wholegrainscouncil.org/resources/international-resources) If you're based outside of the US (as a dozen of our members are), are exporting to other countries, or are simply interested in world-wide whole grain momentum, email us and we'll include you on the mailing list for future information exchange of the Whole Grains International Network (WIN).

MEMBER MEETING AT THE CONFERENCE
A well-attended WGC member meeting held at the conference centered on brainstorming ideas for whole grains promotions in 2008 and onward. A creative and opinionated crowd generated lots of good ideas, which we'll be sharing with you in the coming months, as we finalize our priorities. Three topics dominated the lively give-and-take: (1) making the whole grains message "young" and "sexy" through YouTube, texting or viral marketing; (2) supporting schools and parents in the switch to whole grains; and (3) working together WGC-wide to send a consistent message. If you weren't there, remember: we always welcome ideas by email or phone, so don't hesitate to put in your two cents.

THANKS TO OUR SPONSORS, SUPPORTERS and SPEAKERS
We would like to thank our generous sponsors once again for making the "Just Ask" conference possible. They include: Frito-Lay, King Arthur Flour, Barilla, Bob's Red Mill, ConAgra Mills, General Mills, Harvest Time Bread, Mars Food US, Nature's Path, Roman Meal, Schwan Foods, Snyder's of Hanover, Sunnyland Mills, and USA Rice Federation. A special thanks also to AIPC and Caravan Ingredients, who opened their pasta plant and whole-grain mixing plant, respectively, for factory tours during the conference.

Many of our members also shared their expertise as speakers, reminding us yet again that the strength of the Whole Grains Council lies in our exchange of experience and resources with each other. (Going one step further, it's always fun to see our ingredients members and food-manufacturing members pairing off to make deals at these conferences, too!)

And how about those Iron Chefs! Paul Lynch, a WGC Culinary Advisor, and Mike Holleman, corporate chef for member Indian Harvest Specialtifoods, did a great job stirring up six whole grain masterpieces in just an hour, before our very eyes.

NEXT CONFERENCE SPRING 2009. CITY? DATE?
Our next Whole Grains Council conference will be held in the Spring of 2009. As always, we'd like to have as many members as possible participate, and we know that timing and location make a big difference in participation. We'd like to hear from you. Please tell us:
a. What trade shows in Spring 09 will you be attending -- what dates should we therefore AVOID?
b. What city(ies) would you like to see us consider?

Mark your calendar for Spring 2009 -- and include a line item in your marketing and/or travel budgets, too!

NEW WEBSITE AND PASSWORDS – MAKE THE MOST OF YOUR MEMBERSHIP
As most of you are aware by now, we launched our newly-revamped WGC website on October 10. Besides making it easier for consumers and the media to navigate and find key information, the new site contains more support information for members, all gathered in one place. We urge you to click on "For Members" in the upper right corner of the website and remind yourself of the many ways you can make the most of your WGC membership.

You can, for instance...
** review all the ways to strengthen your presence on the WGC website (see "WGC Website Visibility")
** download or order support materials for your marketing efforts (see "Get Support Materials")
** find resources for recipe development (see "Consult Culinary Advisors")
** review the guidelines for using the Stamp on products (see "How to Use the Stamp")

All of the above are available without logging in. Once you log in, you can also...
** update your company's contact info (add more cc:s for monthly emails, for instance)
** register products ONLINE -- no more faxed papers!
** download Stamp graphics

Note that you will need a NEW, COMPANY-SPECIFIC password to access a few areas of the website. We have emailed these to the main contact for every member in good standing. Contact Cynthia Harriman (cynthia@oldwayspt.org or 603-436-1608) if you have not received your password.

Best regards and Happy Thanksgiving, from all of us at Oldways and the Whole Grains Council.

Cindy
------------------------
Cynthia Harriman
Director of Food and Nutrition Strategies
Oldways / The Whole Grains Council
603-436-1608 direct
617-896-4820 main office

October 2007 Member E-Newsletter (sent Oct. 17, 2007)

Dear Whole Grains Council members,

Fall is here and temperatures are dropping. That's just another way of saying that whole grain hamburg and hotdog buns are giving way to a hot bowl of oatmeal -- and it's time for your October member newsletter.

SIGN UP TODAY FOR OUR NOV 5-7 CONFERENCE
How will YOU market your whole grain products in 2008? There is no better way to ramp up for a successful year than by attending our conference Nov 5-7 in Kansas City. We've crafted a well-balanced program that mixes the latest consumer research and market statistics with in-the-trenches reports from sectors including schools, healthcare, grocery and restaurants. There's even an international workshop with delegates from countries including Australia, Japan and Denmark exchanging overseas marketing ideas.

This is your chance to pick up key insights that will be immediately useful on your job, to network with leaders from government and industry, and to chat about your products with editors from publications including Good Housekeeping, Gourmet Retailer, Nation's Restaurant News, Family Circle and many more.

[Information about online registration was included here.]

Remember, the FIRST registration for every WGC member is free, and all others are just $375 – a $300 discount from the non-member price. Sign up today while there are still spots left. The three days of time you invest in this conference will pay for themselves over and over in the coming year.

BE PART OF THE "STAMP POWER TOWER" -- SEND STAMPED PACKAGES TO KANSAS CITY
We're offering a special opportunity for ALL of our members to be spotlighted in front of the national press at our conference, through our Stamp Power Tower. We're amassing as many as possible of the 1400+ products now carrying the Whole Grain Stamp, and showcasing them together. This "Stamp Tower" will make a great photo opportunity and conversation piece -- and will really drive home the message that our members are producing an amazing variety of delicious whole grain products.

Here's how you can take part in the "Stamp Tower":
a. Gather up ONE sample each, of all your Stamped products.
b. Remove the contents from any BOXES and carefully collapse them flat (we'll reassemble them)
c. Pack soft-sided packages (chips, bars, etc) with contents intact.
d. Fit everything into ONE carton and one carton ONLY please.

e. Send to arrive on Thursday November 1st or Friday Nov 2nd to


Just Ask for Whole Grains / Stamp Tower
Intercontinental Kansas City
401 Ward Parkway
Kansas City, MO 64112
ATTN: Kara Berrini

FYI, after the conference we will donate extra food to a local Kansas City food pantry.

NEW WEBSITE LAUNCHED!
By now we hope you've noticed our dazzling new website. Same address (wholegrainscouncil.org), same essential educational content -- but with great new graphics, some additional information, new member features, and a more logical navigation structure that gives us room to grow. Take a few minutes to look around and get acquainted with what's where.

To access the new member features (and the Stamp graphics), each company now has its own Username and Password. In the past week, we have emailed a company-specific Username and Password to the main contact of all members in good standing of the Whole Grains Council. If your Fearless Leader has not yet shared this information with you -- or you're not sure who your fearless leader IS -- email us and we'll send you a copy of the log-in specifics.

SUCCESSFUL PRESENTATION TO FDA
On September 10-11 the FDA held (very) preliminary hearings on the subject of universal nutrition symbols on packaging. Other countries, most notably Sweden and the UK, have recently instituted symbol-systems to rank the comparative nutrient value of different foods, and in the US, the Center for Science in the Public Interest (CSPI) has also called for such a system.

The FDA invited two dozen organizations and companies, from different countries, from industry, and from non-profit groups, to present information about their consumer symbol programs -- and Oldways/WGC was invited to detail the success of the Whole Grain Stamp. We were pleased to have the opportunity to explain why our unique combination of consumer education and industry cooperation has been so effective, and enjoyed the chance to exchange ideas with other leaders working for effective nutrition programs. The FDA is only in the early stages of gathering information and has no plans for action at this time.

OTHER RECENT WGC PROJECTS
Yes, it's been a busy month. On Sept 30-Oct 2 the WGC shared a booth at FNCE, the American Dietetic Association's conference in Philadelphia, along with two other Oldways programs -- the Med Mark and the Latino Nutrition Coalition. This was a great opportunity for us to remind Registered Dietitians of the many resources the WGC offers for whole grain education, and of the importance of teaching their clients to look for the Stamp.

A week later, the WGC traveled to San Antonio to make a presentation on whole grain marketing successes, at the annual conference of AACC International. AACC (the American Association of Cereal Chemists) is very influential in determining key issues around the definition of whole grains and how their composition confers health benefits, and many of the WGC's scientific advisors are active in this group. WGC leaders and members are well-represented on the AACC's Whole Grains Task Force, providing good opportunities for information exchange.

Looking forward to seeing many of you in Kansas City!

Best regards from all of us at Oldways and the Whole Grains Council,

Best regards,
Cindy
------------------------
Cynthia Harriman
Director of Food and Nutrition Strategies
Oldways / The Whole Grains Council
603-436-1608 direct
617-896-4820 main office