2008 Q3 Newsletters

September 2008 Member Email (Sent September 24, 2008)

Dear Whole Grains Council members,

It's always a pleasure to pick up the phone and learn that our work is making a difference. In one such recent call, we heard from the Baltimore Children's Museum, and learned that they're incorporating the Whole Grain Stamp into a new exhibit designed to help kids learn about healthy eating. That call certainly made our day!

HAPPY WHOLE GRAINS MONTH!
We hope you've been enjoying the fact that September is Whole Grains Month, and have been taking advantage of the opportunity to run special promotions around this occasion.

This is only the second annual Whole Grains Month, but word is really getting around. We've noticed information about WG Month in publications as diverse as Gourmet Retailer, the Miami Herald, and Supermarket News, on numerous busy websites (including WeightWatchers.com and the National Dairy Council's website), and on lots and lots of blogs. Did you even know that the U.S. government has a blog? We didn't, until a nice piece on Whole Grains Month showed up there this week. See for yourself at "Gov Gab" at usa.gov !

Submissions have started to pour in for the Whole Grains Challenge, now becoming a tradition of Whole Grains Month. Take a look at this great contest and encourage your foodservice accounts to enter. We have great prizes (thanks again, all you donors) and publicity for the winners! Deadline for entries is October 15.

GREAT OPPORTUNITY TO INCREASE YOUR VISIBILITY
As you know, our next WGC conference will be held April 20-22, 2009 in Alexandria, VA. We're now beginning sign-ups for companies that would like to be sponsors of the conference. This time around, we've added some additional sponsorship and support opportunities that will allow our smaller members to get their company and their products out in front of the media and the select group of key influencers attending our conference.

You can click on this link to get the full scoop on sponsorships, but here's the quick overview:
$250 - General Supporter
$500 - Program Book Supporter
$750 - Door Prize Supporter
$1,500 - Speaker/Chef Supporter
$5,000 - Benefactor Sponsor
$10,000 - Event Sponsor
$17,500 - Project Sponsor
$35,000 - Charter Sponsor

Supporters make smaller contributions that support general expenses, the creation of our program binder jam-packed with useful information, door-prizes that lure attendees back on time from breaks, and travel/hotel expenses for a chef or speaker. Sponsors make larger contributions, and get additional benefits, including display tables, products in our Gift Bags, and much more.

We're calling this conference "Make (at least) Half Your Grains Whole" because it will paint a picture of a world that supports making half your grains whole. What do the supermarket aisles look like? What do restaurant menus look like? What do shoppers' carts look like? What do manufacturers' product lines look like? We're placing whole grains and health front and center in the Washington, DC area at a time when the U.S. government will be deliberating its quintennial update of the Dietary Guidelines for Americans.

Some sponsor and supporter opportunities are limited, so contact Cynthia Harriman today (617.896.4820 or cynthia@oldwayspt.org) to nail down your plans for a strong presence at our upcoming conference.

GET PUBLICITY FOR YOUR GENEROSITY - NOW!
In September and October 2008, WGC members have already pledged to donate more than 15.1 tons of whole grains to worthy causes such as schools and food pantries, as part of the Whole Grains Giveaway. The first dozen companies to sign up for the Giveaway got some great publicity for their generosity, as we sent a press release out in late August when we were just at 7 tons! WGC members who pledge now can benefit from our next round of PR.

You're probably giving some amount of whole grains to charities during September and October anyway. By registering what you're already doing with us, you can help us draw extra attention to whole grains and to the plight of the needy in these tough economic times.

Check out the list of your fellow members who have already pledged and then email Kara Berrini (or call 617.896.4880) to make your own pledge. We'll be accepting pledges until the end of October, but tell us your plans now, so that we can keep media interest and excitement alive as our total rises each week.

NEED TRADE SHOW MATERIALS?
It's the fall trade show season and we've got free goodies for members to hand out at shows, including "Just Ask for Whole Grains" buttons and stickers, and postcards and signs explaining the WG Stamp. I know some of you were at the American Bakery Expo this past week, and others are planning to exhibit at Natural Products Expo East in Boston in October.

Take a look at the freebies we have available, and email us with your request. Make sure to allow a few weeks so that we can process your order without any hassles. By the way, WGC and Oldways staff will be wandering the aisles at Expo East and we look forward to seeing many of you there.

UPDATE YOUR MEMBER PROFILE
The WGC gets involved in about 200 media stories every year. Journalists ask us questions like, "Who's making products with ancient grains?" or "What's new in the snack market?" or "Who can I talk to about whole grains in restaurants?" - and we want to connect them with YOU. But, now that we have over 200 members, we can't keep all the details about each wonderful WGC company in our heads. That's why we count on the information in your online Member Profile, which tells us what grains you use, what types of products you make, and the markets where you're selling them.

This is a good time to update your confidential online member profile, to make sure the WGC staff has current information about you - so we can maximize any PR opportunities. Some of our longtime members may not have any information in their profiles! Here's how you can update:

a. Click on For Members in the upper right corner of the WGC website.
b. Log in, using your username and password (contact us if you have questions)
c. Click on My Member Profile, then on Edit, then on Profile.
d. Make any changes / additions, then click on Submit.
e. If you also need to change the email of your main contact person, or your password, you can do so by clicking on Account Settings, Edit, and Submit.

Your member profile also includes a list of people that should receive our monthly emails (like this one). Please make sure this list is up to date, so that the right people won't miss our updates - and people no longer interested or involved in the WGC won't receive unwanted emails. Thanks!

COME BLOG WITH US!
Do you want interesting facts about whole grains that can help your marketing efforts? Do you want to stay in the loop about all things whole grain, or just enjoy some interesting reflections on the topic?

Visit the WGC Blog and subscribe to our RSS feed, so you won't miss a single update. Even better, share your thoughts with us. The WGC blog now welcomes your comments!

Best regards 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

August 2008 Member Email (Sent August 22, 2008)

Dear Whole Grains Council members,

We're proud to announce that the Overseas Bakery Group of the AAFES (Army Air Force Exchange Service) has joined the WGC. We fast-tracked their membership in hopes that all US troops stationed overseas will have more whole grain choices for Whole Grains Month in September!

STORE TOUR FOR WHOLE GRAINS MONTH

We've created a great new resource to help increase demand for whole grains in grocery stores. It's our Whole Grains Store Tour, available on the WGC website.

As part of our Whole Grains Month efforts, we're providing in-store dietitians and managers with a comprehensive tool kit that will help them explain to consumers that whole grains are healthy, easy to enjoy, and found everywhere in today's supermarkets.

The Whole Grains Store Tour kit includes ten tools:

1. A Leader's Guide with suggested tips, ideas and scripts for your event
2. In-store signage you can customize, print, and post in your store
3. A Signup Sheet, so you'll know who plans to take part
4. A sample community notice / press release template, also customizable
5. "Whole Grains 101" Powerpoint presentation with background notes
6. A Reference to Reading Labels on whole grain products
7. An aisle-by-aisle Shopping List, which doubles as your tour itinerary
8. Ideas for in-store sampling and tasting of whole grains
9. "Whole Grains Made Easy" Fact Sheet (in English and Spanish)
10. Recipe Pack of a dozen easy, family-friendly whole grain recipes

Thanks to Supermarket News and several other publications, this retail program is getting a lot of interest! Click here to learn more or to download the Whole Grains Store Tour kit.

MORE WHOLE GRAINS MONTH NEWS

The Store Tour is not the only special program we have going for Whole Grains Month. Here are updates on some of the other opportunities and activities happening in September:

1) Friends of Whole Grains. Consumers often ask if they can join the WGC, and we routinely tell them they don't need to -- since all the resources of the WGC are available to them for free. But we want to honor that urge to be part of the whole grains movement, so we're launching a new "gathering place" for whole grain supporters, called the Friends of Whole Grains. Learn more on our website .

2) Promotional Materials Available. Many of you have been taking advantage of the free "Just Ask for Whole Grains" buttons and stickers, and our "Whole Grains Every Day" posters available at no charge to members. We've also been sending lots of these to health groups, from the Special Olympics to state WIC (Women, Infants & Children) programs. We've just restocked our inventory of all promo materials, to be ready to meet your needs for Whole Grains Month or for trade shows later this fall. Check out the website to look at the choices, then email Kara to order.

3) Seven Tons and Counting, on the Giveaway. So far, WGC members have pledged to donate 7 TONS of whole grains to worthy causes during September and October 2008. If you've missed the details of the Whole Grains Giveaway in earlier newsletters, you can learn more or check out the total and members' listings on our website. We'll be adding names until the end of October, so there's still plenty to time to help this total rise even higher. Email Kara to make your pledge.

4) Speaking about Whole Grains. WGC staff take advantage of a wide range of speaking opportunities to educate the public and to support our members. During September, Cynthia will be speaking at the third annual Gluten Free Summit in Providence, RI and at a Pasta Technology Forum in Kansas City. Kara will be traveling to Mexico City to make a presentation on whole grains and to support the new use of the Whole Grain Stamp there.

CONFERENCE APRIL 20-22, 2009 IN DC

We're now planning the program for our April 2009 conference, entitled "Make (at least) Half Your Grains Whole!" While we're still at the beginning stages of planning, this is the perfect time for you to get involved.

Become a Sponsor. Sponsors get extra visibility at our conferences, which can translate into extra media coverage, important brand awareness with key influencers (especially health professionals and policymakers) and more. We try to make WGC conferences self-supporting, so that we can use your dues for regular programming. Help us meet that goal! Contact Cynthia (617-896-4820 or cynthia@oldwayspt.org) if you'd like to brainstorm how conference sponsorship can help you achieve your marketing goals.

Suggest Topics and Speakers. Many of you suggested topics for next time, at the conclusion of our November 2007 Kansas City conference. We're building on that list with new topics, but until we finalize the program we welcome your suggestions. Email us!

The conference will be held in Alexandria, VA. You can learn more about the conference, including sponsorship details under "Get Involved" on our website.

SPANISH STAMP GRAPHICS NOW ON CD

For those of you selling your whole grain products in Mexico or in other Spanish-speaking countries, we now have CDs available with the Spanish graphics for the Whole Grain Stamp.

As usual, the collection includes 4-color process, spot (PMS) color, and black-and-white, for gram numbers up to 60g, for both the Basic Stamp and the 100% Stamp. Email Kara if you need a copy of the CD.

Speaking of international interest, we were contacted recently by the Korean Broadcasting Service (KBS), South Korea's public broadcasting network. We provided them with extensive background information on whole grains and health, then, at their request, connected them with two of our members, Sunnyland Mills and KidSmart Food Service. What fun to see the WGC's work featured in Korea!

With overseas interest in whole grains growing, we've created two new pages on the WGC website that compare dietary guidelines and definitions of whole grain in different countries. Take a look - and make sure to tell us if you have any additional information from other countries.

Best regards 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

July 2008 Member Email (Sent July 29, 2008)

Dear Whole Grains Council members,

Now we've seen everything. Our hotel in Philadelphia last week (while attending the School Nutrition Association convention) featured... yes, WHOLE GRAIN toiletries: Quinoa shampoo, Amaranth conditioner, and Barley body wash. You can see a photo on our blog .

On the one hand, this shows how hot whole grains are at the moment. But it also shows that you can never be sure how much whole grain is in a product without the Stamp!

5 TONS & COUNTING - MAKE YOUR GIVEAWAY PLEDGE!

During September and October 2008, WGC members are donating whole grain foods to schools, food banks, and other charities, as part of the Whole Grains Giveaway. Already, five tons of whole grain foods have been pledged - an awesome start at making sure that whole grains are available to everyone. We're aiming for 100% participation among all 200 of our members.

This is your chance to do a good thing and get the word out about your generosity. We think the BIG NUMBER will draw the media's attention to the importance of whole grain nutrition. You can plan an extra donation in honor of Whole Grains Month, or you can simply tell us about your usually-scheduled plans. We're gratified to learn that most of our members have an ongoing donation program for giving to local non-profits.

During the next few weeks, WGC Program Manager Kara Berrini will be calling each and every one of you to discuss your contribution. You can make Kara's life easier (so she can get back to approving Product Registration Forms and all the other great things she does for the WGC) if you simply email her now and eliminate one more phone call from her list.

Email Kara as soon as possible with
1. Name of product(s) you're giving away.
2. How many pounds total you're donating. (We keep this number private, but add it to our running total.)
3. To whom you're donating.
4. Where your offices and plants are located, if you want local media coverage.

DO IT TODAY! Details are in the For Members section of the WGC website, and our running total -- and list of contributors -- is in the Newsroom section.

MILESTONES: 200 MEMBERS, 2000 PRODUCTS

The Whole Grains Council hit two important milestones this month. Membership has now grown to 200 companies based in nine countries, and our members have registered more than 2,000 products qualified to use the Whole Grain Stamp.

When we held our first WGC meeting in July 2003, nine initial members stepped forward to launch this new coalition (AIB, Arrowhead Mills, Bob's Red Mill, Farmer Direct Foods, Lesaffre Yeast, National Sorghum Producers, Natural Ovens, Sunnyland Mills, and Oldways).

Later, when the Whole Grain Stamp first appeared in public in February of 2005 (a month after its launch), just two members - Great Harvest Bread and Bob's Red Mill - were on board with our packaging symbol program. What a long way we've come, through the power of working together.

WHOLE GRAINS IN U.S. SCHOOLS

We made two presentations at the U.S. School Nutrition Association (SNA) show last week, one on identifying legitimate whole grain products and another on whole grain health benefits and the best ways to add whole grains to school meals. Both sessions enjoyed capacity crowds, with every seat filled. On the show floor, we counted booth after booth of whole grain products, including 29 WGC members. That's a big change, in a short number of years!

In light of all this interest and activity, it may surprise you to know that there is not yet any specific requirement to serve any whole grains in the U.S. National School Lunch Program. Although USDA encourages "more whole grains," they are awaiting an IOM (Institute of Medicine) report due in 2010, before making any ruling on amounts or definitions of whole grains for the school lunch program. In the meantime, most schools and most manufacturers are following the definitions set in USDA's Healthier US School Challenge, a voluntary program for schools that want to prove they are superstars in kids' nutrition.

Since 2004, USDA has held a standard of "51% of the grain must be whole grain" for products qualifying as whole grain for the Healthier US School Challenge (HUSSC). This year they are contemplating tweaking the rules, to require that foods must also contain enough grain overall to qualify as a grain serving (14.75g to 25g, depending on food category) - a fairly reasonable requirement, in our view.

But they're also considering requiring that the whole grains in a purchased product (totaled up) must be the first ingredient. That also seems reasonable on the surface, but will in fact rule out many whole grain foods where well over 51% of the flour is whole grain. Whole grain bread, pizza crust, and tortillas, for instance often have water as more than 1/3 of their weight. Add a few non-grain ingredients, then divide the remaining weight (the grains) between whole grain and refined, and the whole grain can come out to less than the water - and the product will not qualify as a whole grain product for the HUSSC program.

Precooked whole wheat pasta and brown rice will also be disqualified, since water is the first ingredient of these ready-to-eat 100% whole grain products. (Some schools don't actually have kitchens, and can only warm up products.)

Immediately upon learning of the proposed changes, we composed a letter to USDA expressing our concerns that this change would lead to kids getting less whole grain in their diet, rather than more. We are continuing to work on many fronts to address the issue of whole grains in school meals.

SEPTEMBER IS WHOLE GRAINS MONTH

Remember, September is Whole Grains Month around the world. We'll be honest and admit that we think EVERY month is Whole Grains Month - perhaps we should say that September is even more so. Stop and think of all the ways you can capitalize on Whole Grains Month. Spread the word in internal communications, in your press efforts around this time, and in everything else you do. With all 200 of us singing the same song, our voices will be heard loud and clear.

The WGC is doing its part, with creative programs and an extensive media campaign. We've sent press releases to trade magazines in three areas (manufacturing, grocery, and restaurants); our consumer release - urging everyone to eat one more whole grain daily - comes next.

Plus, on the foodservice side, we're promoting our Whole Grains Challenge. Thanks to all of you who generously volunteered prizes for our annual Restaurant / Foodservice contest. You can learn more about the Whole Grains Challenge and see the full list of prizes on our website. Email Cynthia Harriman if you'd like us to add your prizes to the list.
Best regards 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