2010 Q2 Newsletters

June WGC Member Newsletter (sent to members June 28, 2010)

Dear Whole Grains Council members,

Kara enjoyed seeing many of you - almost 50 WGC members! - at IDDBA in Texas earlier this month. It's always wonderful to greet our longtime email friends in person, and to learn more about your latest products.

COUPON OPPORTUNITY FOR WG MONTH
September is Whole Grains Month and the WGC is planning two main "centerpiece" activities for this year's festivities. First, we're inviting consumers to tell us how they're celebrating Whole Grains Month, with a fun social media campaign we're calling "Whole Grains - Chat 'Em Up!" We're encouraging people to try a new whole grain recipe... convert a skeptic... bake whole grain cookies for their Scout troop... or otherwise help advance the whole grain cause - and to report their activities to us.

As an incentive for consumers, we'd like to send a coupon for one of your great whole grain products to everyone who emails telling us about their efforts. Coupons need to have a minimum value of 50¢ off the purchase of any item that qualifies for the Whole Grain Stamp (larger discounts and freebies are even better!).  There is no minimum or maximum number of coupons you can contribute to this project. We'll pool all the coupons we receive from all of our members and distribute them evenly among the entrants - giving people across the country the opportunity to try some great products they might not be familiar with.  Plus, we'll feature all the coupons on our website, giving you extra visibility during Whole Grains Month in September.

If you would like coupons for your products included in our "Chat 'Em Up" campaign, email Chrisanne Grise and tell her what you'd like to contribute (how many coupons; for what product(s); what discount value) and she'll reply with information on where to send them. All coupons will need to arrive in Boston by August 31.

BOSTON'S WHOLE GRAINS DINE OUT
We're big believers in thinking globally and acting locally. Our second major Whole Grains Month project will be to get as many Boston restaurants as possible serving whole grains in September.

Every member of the Oldways staff is pitching in on this WGC project, which we're calling Whole Grains Dine Out; we'll be fanning out across the city to spread the word. We'll be blogging and tweeting and otherwise featuring restaurants that participate, doing everything we can to drive more customers their way and reward them for getting on the whole grain bandwagon. What an example we can set for other cities, once Boston goes whole grain!

What is your company doing for Whole Grains Month? Now is the time to make plans. When all of us send the same message at the same time, whole grains can break through and really grab the public's attention. Discuss your ideas with your colleagues today!

WGC FOODSERVICE COMMITTEE   
Our hometown whole grain push is just one manifestation of a coordinated plan of action to introduce more whole grains to the foodservice channel. We think whole grains are still hugely under-represented in restaurants and cafeterias, and we want to change that fact. We've formed a WGC Foodservice Committee to learn more about the barriers to whole grains in foodservice, and to explore how the Whole Grains Council can help remove those barriers.

Mike Holleman of Indian Harvest Specialtifoods, Vice Chair of the WGC Board of Directors, is helping spearhead our Foodservice Committee. We plan to hold monthly conference calls, and we invite anyone who feels passionate about this topic to participate. Email Cynthia Harriman if you'd like to be part of the WGC Foodservice Committee - and we'll get back to you with the schedule for our first conference call.

PRIZES NEEDED FOR 4th WG CHALLENGE   
It's that time again - we're gearing up for our fourth annual Whole Grains Challenge in October!  As many of you may recall from the past thee years, the Challenge is our awards program for foodservice outlets that offer at least one whole grain option every day for a month.  Foodservice operators compete in ten categories, from Fine Dining and Quick-serve to Schools, Workplace, and Healthcare.

For those of you targeting the foodservice market, the Whole Grains Challenge offers WGC members yet another opportunity for product visibility.  Pledging prizes to the Whole Grains Challenge program gets your products in front of the specific foodservice segments you're trying to reach - which could open up important new accounts to you. Donate to all ten categories, or just to the ones most important to you, such as Schools, or Healthcare.

You can get involved, and gain extra visibility by:

• Spreading the word to your sales team and your foodservice customers
• Printing out our Case Insert (below) about the Challenge, and slipping it into shipments to your foodservice accounts
• Contributing your foodservice products as prizes

Click here to download our attractive Whole Grains Challenge Case Insert (476K) and email Kara Berrini to pledge your prizes.

Want more info?  Click here to "meet" last year's winners, or click on the 2009 prize page to see what they won - and to visualize how your products can be featured this time around!

TELL US YOUR CONFERENCE IDEAS!
Our next WGC conference is January 31-February 2, 2011 at the Nines Hotel in Portland, OR.  Titled "Whole Grains - Exploring the New Norm," this event will focus on the many ways in which whole grains are now the default option in a surprising number of companies, cafeterias, and kitchens.

Over the next couple of months, we'll be fleshing out the program for the conference, finding just the right speakers and stories to illustrate the theme and structure we've planned. This is a great time for you to tell us what's important to you as WGC members.

What are your marketing goals and needs for 2011? What are you hoping to learn at the conference, to benefit your company? Have you taken steps to make whole grains the default in any of your lines, or in your whole company? Would you like to suggest an inspiring speaker?

Call Cynthia Harriman (603-436-1608) or Kara Berrini (617-896-4880) to share your thoughts. As with all our WGC conferences, we want to make sure this one meets our members' needs - and we can do that best if we hear from you!

DIETARY GUIDELINES ADVISORY COMMITTEE REPORT   
All of you should have received an email from us on June 15, detailing our summary of how the upcoming 2010 Dietary Guidelines are likely to impact the world of whole grains.

As we offered then, we stand ready to discuss the implications of this or any part of the Dietary Guidelines Report. Contact Cynthia Harriman (603-436-1608) with any questions.

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

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
WholeGrainsCouncil.org and Oldwayspt.org

May WGC Member Newsletter (sent to members May 19, 2010)

Dear Whole Grains Council members,

We begin this month's newsletter with a tribute to K. Dun Gifford, whose vision and passion for good food inspired the creation of the Whole Grains Council in 2002, at an Oldways Whole Grain Summit in San Diego. Dun, whom many of you knew from WGC conferences and other food and nutrition events, passed away suddenly on May 9. He will be greatly missed.

Dun had an unmatched gift for promoting healthier eating by bringing together different players - doctors and marketeers, scientists and chefs, manufacturers and consumers, retailers and journalists - to share and learn from each others' viewpoints.

A larger-than-life personality, Dun used humor and creativity to draw attention to a good cause (such as in 2004, when he allowed Mike Orlando of Sunnyland Mills to crown him the King of Grains at the WGC's first conference). We'll continue the work of the Whole Grains Council on this collaborative model, in fond tribute to Dun's enthusiastic and effective approach. If you'd like to learn more about Dun's extraordinary life, here are links to tributes in the New York Times and the Boston Globe

MANUFACTURERS BENEFIT FROM COLLABORATION
The Oldways collaborative approach has helped the Whole Grains Council grow to over 250 members, using the Whole Grain Stamp in 21 countries, and has led to requests to share our experience with other organizations planning whole grains campaigns. We honor these requests - when we can do so without spending your dues money!

Earlier this month, we were invited to Denmark, to tell manufacturing partners supporting the Danish Whole Grain Campaign about the benefits companies can reap from this type of collaboration. It's not all about the Stamp, we reported. Our presentation cited ten different ways that WGC members can take advantage of the expertise and support of the Whole Grains Council - and documented many examples of how companies reinforce the WGC "brand." You can download the presentation here, if you'd like a reminder of the major benefits of your WGC membership.

EUROPEAN HEALTHGRAIN DEFINITION & MEETING
Our Copenhagen presentation dovetailed nicely with the HealthGrain conference held May 5-7 in nearby Lund, Sweden. This was the final conference for HealthGrain, a five-year collaboration among grain researchers and scientists throughout Europe. At the conference, experts presented the latest research on the benefits of whole grains; their presentations are now available online if you would like to learn more.

Also of interest to WGC members who do business in Europe was the presentation of a detailed definition of whole grain, agreed upon by the HealthGrain partners. (Click here to access the definition.) At its core it reflects the agreed WGC/AACC/FDA definition of whole grain as "containing all the bran, germ, and endosperm in their original proportions."  But the HealthGrain definition goes further, detailing acceptable losses in processing, supporting recombining of mill streams both in the mill and in manufacturing plants, and other key points. HealthGrain partners are now working to get their definition accepted officially by EU authorities. As we in the U.S. work to address some of these same questions, it may prove helpful to refer to this definition, arrived at by some of the world's leading grain experts.

The Whole Grains Council had a table-top exhibit of products using the Whole Grain Stamp at the HealthGrain conference, garnering much interest from conference participants. We look forward to continuing to share ideas with European whole grain advocates, as HealthGrain starts its next phase as the HealthGrain Forum, devoted not only to research but also to industry and consumer activities.

FREE SORGHUM WORKSHOP JUNE 2-3 IN KANSAS   
As we continue our Grain of the Month program in 2010, June will be Sorghum Month. This versatile grain is garnering increased attention from product developers because it's gluten free, with a mild, neutral flavor - and is more readily available, at more reasonable prices, than some other gluten-free whole grains.

While we will recognize Sorghum Month with a website feature on the grain, the Sorghum Checkoff Program will be celebrating with a special Sorghum Workshop on June 2-3, 2010, in Manhattan, KS.  This free workshop will provide commercial bakery scientists and product development specialists with just the information they need to begin exploring the potential of sorghum. The workshop will be held in conjunction with a sorghum product demonstration day at the American Institute of Baking, ensuring that all participants will be able to check out the great taste of sorghum products firsthand.

Click here to download a PDF detailing the program, including a registration form, or call Joy at the Sorghum Checkoff at (877) 643-8727 for more information. Sign up today! It's free and space is limited.

WGC's KARA BERRINI AT IDDBA SHOW   
While most of our work on behalf of our Members takes place in our comfortable offices, we think it's nice to break loose once in a while and take the time to say hello in person. The International Deli, Dairy, Bakery Association's (IDDBA) "Show of Shows" taking place in Houston, TX on June 6-8, will offer up just this kind of opportunity.

WGC Program Manager Kara Berrini will be in attendance, meeting some new contacts and catching up with old friends as she visits the booths of the 40+ WGC Members exhibiting at the show. She'll be making the rounds all three days, but if you'd like to set up a specific appointment to discuss new ways to take advantage of your WGC Membership, email Kara now to set up a time.

Interested in "Just Ask for Whole Grains" stickers or buttons for your booth? Check out the choices, then email Chrisanne Grise today, so we'll have time to ship your materials to you before the show.

GOODBYE MOLLI, HELLO CHRISANNE
Most of you, over the past year, have had the pleasure of working with Molli King, who's played an important role in helping our members register products for Whole Grain Stamp usage, and many other tasks essential to the daily workings of the WGC. Molli has just been accepted to the highly-competitive Teach for America program; she'll be leaving us this week to begin an intensive training program in preparation for stepping into the classroom this fall. We'll miss Molli's cheerful contributions but wish her the best of luck in this new direction. 

Stepping ably into Molli's shoes will be Chrisanne Grise, who began working at Oldways in early 2009 as an intern, and has continued to pitch in while completing her degree at Emerson College. Fortunately for us, Chrisanne's graduation coincided with Molli's departure, and we're delighted she'll now be a full-time member of the Oldways / WGC staff. You can contact Chrisanne at 617-896-4832 or cgrise@oldwayspt.org.

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
WholeGrainsCouncil.org and Oldwayspt.org

April WGC Member Newsletter (sent to members April 20, 2010)

Dear Whole Grains Council members,

As I write this, we have our eye on the ash cloud from the Icelandic volcano. The Whole Grains Council has been invited to participate in the Healthgrain conference in Lund, Sweden on May 5-7, and to meet with the Danish Whole Grain Campaign on May 10. We hope to be able to cross the pond to trade experiences with our European counterparts.

WHOLE GRAINS IN THE 2010 DIETARY GUIDELINES
Every five years, the U.S. government requires that the Dietary Guidelines for Americans be updated. For the past year, a group of leading nutrition scientists has been meeting as the Dietary Guidelines Advisory Committee (DGAC). This summer, they'll release a report on their findings, which is expected to provide a roadmap to the makeup of the 2010 Dietary Guidelines, due for release before the end of this year.

Last week, in a marathon two-day public webinar, the DGAC presented many of the Draft Conclusions that are being incorporated into their advisory report. While these conclusions were presented as tentative, the meeting offered a sneak preview of the whole grain recommendations that will govern nutrition programs for the next half decade.

We listened to all fourteen hours, to see which way the wind is blowing for whole grains, and we're happy to report that the DGAC expressed many strong, positive statements about the importance of incorporating more whole grains into our diets. We wrote up the main points on whole grains on the WGC blog, in a piece entitled "Reading the Tea Leaves for 2010 Dietary Guidelines." We encourage you to take a look at the blog, but if you're rushed, the short version is:
The recommendation to "Make (at least) Half Your Grains Whole" will likely be maintained.
Refined grains are one of four things (along with added sugars, solid fats, and sodium) especially to be avoided.
Starchy vegetables, including potatoes, have an outside chance of being grouped with whole and refined grains going forward.

If any of you would like more details about last week's DGAC meeting, please contact Cynthia Harriman (cynthia@oldwayspt.org or 603-436-1608).

TWO-THIRDS OF RDs RECOMMEND WG STAMP
In its April issue, the Journal of the American Dietetic Association reported on Registered Dietitians' use of front of pack symbols, including the Whole Grain Stamp. According to the study, the most common packaging symbol dietitians recommend to their clients is the Whole Grain Stamp. Of those RDs utilizing packaging symbols in their practice, a full 67.9% of Registered Dietitians (RDs) counsel their clients to look for the Stamp.

The ADA surveyed RDs in 2008 and 2009, asking them how they use information on food labels to help consumers make better food choices. Analyzing responses from 5553 surveys the first year and 3687 the second year, authors Krista Latortue, RD, LDN and Jennifer Weber, MPH, RD, reported that 76.8% of RDs recognize the Whole Grain Stamp - just behind the American Heart Associations Heart-Check (82.8%) and the National Dairy Council's 3-A-Day symbol (79.4%).

For all of us at Oldways and the Whole Grains Council, this report feels like winning the New Hampshire presidential primary, or bringing home a report card with all A's. We're delighted to know that so many RDs - the health professionals most involved with giving daily food advice to Americans - find the Whole Grain Stamp a useful tool. (Source: Journal of the American Dietetic Association, April 2010; 110(4):517-9.)

WGC MEMBERS DONATE A MILLION WG SERVINGS   
A big thank you to Back to Nature, Dave's Killer Bread / NatureBake, Frontier Soups, Golden Temple of Oregon, King Arthur Flour, Mestemacher Bread / Carl Brandt, Vaasan & Vaasan, and Whole Foods, for participating in this year's Whole Grains Giveaway. Altogether, these generous companies donated 37.5 tons of whole grain food to worthy causes, including food pantries, schools, soup kitchens, and the Nature Conservancy.

WGC projects like this one are a win-win opportunity for member companies. Our members enjoyed the satisfaction of helping their favorite cause, and at the same time, they received valuable publicity for their good deeds, through WGC PR efforts. Our announcement of the Giveaway results, for instance, was carried in publications including Gourmet Retailer, which included all the donors' names.

Are you sorry you missed out on this PR opportunity? Contact Kara Berrini (kberrini@oldwayspt.org or 617-896-4880) about additional opportunities in the coming months. For instance, you could be a prize donor for our 4th annual Whole Grains Challenge (click here for details on last year's contest) or you could be a sponsor of our January 2011 whole grains conference. This monthly e-newsletter carries details of any opportunities as they become available.

CALLING ALL WHOLE GRAIN RECIPES   
Just a reminder that contributing recipes to the WGC website is another great way to increase your company's visibility with consumers who visit our site. Although we don't use branded ingredients in these recipes, your company will be credited with authorship, and the recipe will include a link back to your website.

One added plus: journalists writing stories about whole grains for newspapers, magazines, and blogs often browse our recipes, then ask us for graphics and permissions to feature these recipes. Just this week, for example, Indian Harvest Specialtifoods and Quaker Oats were included in a story being written for the Arizona Republic - all because they sent us recipes with mouthwatering photos. (The links in this paragraph lead to the featured recipes.)

Contact Molli King (mking@oldwayspt.org or 617-896-4832) if you've got some great whole grain recipes you'd like featured on the WGC website.

GRAIN OF THE MONTH PROJECT CONTINUES
We hope all of you had a chance to review our April Grain of the Month: Sprouted Grains. This is a topic all of us in the whole grains community will definitely be hearing more about in the coming months and years, so we urge you to find out what the shouting is all about. A special thanks to members EDME, National Rice, Alvarado Street, Shiloh Farms, Essential Eating, Silver Hills Bakery, and Food for Life, for helping us create these pages.

Coming up in May, our Grain of the Month will be Amaranth and in June, Sorghum. If you have useful information to contribute to either of these Grain of the Month features, email Kara Berrini (Amaranth) or Cynthia Harriman (Sorghum) with your ideas, photos, or background information.
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
WholeGrainsCouncil.org and Oldwayspt.org