2010 Q4 Newsletters

December 2010 WGC Member Newsletter (sent to members December 16, 2010)

Dear Whole Grains Council members,

As the year draws to a close, we want to thank all of you for your support for whole grains and for the WGC. Thanks to your passion for making healthier food more widely available, what started seven years ago as a small group of six companies banding together with Oldways, has grown to more than 250 allied companies. We've burst the borders of the United States - 10% of our members are now based in other countries - and gone beyond food manufacturers, to include companies like two of our newer members, Safeway and McDonald's. Together, we've accomplished something none of us could do alone: we've helped whole grains become the new norm.

WILL WE SEE YOU AT THE CONFERENCE?
Speaking of the new norm - that's the name of our upcoming conference. Whole Grains: the New Norm will be held in Portland, Oregon from January 31 to February 2, 2011, and we're already at about two-thirds of capacity. If you're planning to attend, now's the time to sign up. Click here to go directly to our online registration. Space is limited, and hotel rooms at the special conference rate are running out quickly.

Here's a sampling of some of the great stories you'll hear at the conference:

1. How and why "social norms" affect our behavior
From energy conservation to body image to food choices, our behavior is widely affected by what we perceive as the norm. Santa Clara University professor Jerry Burger, a pioneer in this new and emerging field of psychology, tells us why - and how this can help us craft effective nutrition messages.

2. What's new in the 2010 Dietary Guidelines
We've waited five years for the new Dietary Guidelines, which will affect all federal nutrition and procurement programs. Now, just weeks away from their expected release, Joan Lyon, a dietitian with the Center for Nutrition Policy and Promotion - the key government agency behind the guidelines - will tell us what to expect in the area of whole grains.

3. China's Plans for Whole Grains
What happens when the nutrition leaders of the world's largest country decide to revolutionize the white-rice-and-noodles habits of their citizens? Yu Xiadong, General Director of the Center for Publication Nutrition & Development of China - China's nutrition boss - is traveling all the way from Beijing to fill us in on his country's plans for whole grains.

4. Whole Grains invade Vending Machines and Convenience Stores
As more and more Americans get more and more of their calories between meals, whole grains and other healthy foods need to penetrate the places where people buy their snacks. Sean Kelly, CEO of h.u.m.a.n. Healthy Vending, will explain his ground-breaking approach to vending machine makeovers, while Amy Ellings, Nutrition Coordination for the Washington State Dept of Health, will tell us about a creative program to bring good foods to convenience and corner stores.

5. The Whole Grain Stamp: More Sales, More Countries
In 2005 when the Whole Grains Council introduced its Whole Grain Stamp packaging symbol, we never imagined that - in less than six years - it would spread to four continents, and prove so instrumental in increasing whole grain consumption for better health. Patricia Villalobos tells how Mexico-based Grupo Bimbo has introduced the Whole Grain Stamp to 16 countries, and Bobbi Leahy reports on SPINS data proving the Whole Grain Stamp increases sales.

You can see the full schedule online, and learn more about how the information you'll gain will help you move forward in your work.

CONFERENCE SPONSORS GET EXTRA VISIBILITY
Earlier this year, we put out the call for sponsors for our upcoming conference, and many of you answered, providing solid support for the Big Event. A big thanks to:

Event Sponsors: Bob's Red Mill, General Mills, King Arthur Flour, Lundberg Family Farms, and Quaker

Benefactor Sponsors: Caravan Ingredients, Cargill Horizon Milling, ConAgra Mills, h.u.m.a.n. Healthy Vending, Indian Harvest, Kellogg's, Kraft Foods, Ralcorp Holdings, Riviana Foods, Sunnyland Mills, Uncle Ben's / Mars

Supporters: Dakota Specialty Milling, Mestemacher Bread, Over the Top Food Co., Rubschlager Baking

All of our sponsors will get extra visibility with our media attendees who'll be representing consumer and trade publications from The New York Times and Eating Well to Baking & Snack Magazine - so if you'd like to join the group above, contact Cynthia Harriman (603-436-1608) or Kara Berrini (617-896-4880). Click here for full details on the costs and benefits of sponsorship.

LAST CALL FOR VENDING MACHINE OPPORTUNITY
As we mentioned last month, we're working with h.u.m.a.n. Healthy Vending to have a state-of-the-art vending machine at the conference in Portland, stocked with all kinds of whole grain goodies. Our sponsors and supporters get first option on the 30 slots in the machine, but we will likely have a few slots left over, which we're awarding to any interested WGC members on a first come, first served basis. This is yet another cool (and free!) visibility option at the conference, so contact Kara Berrini (617-896-4880) if you'd like your products considered for participation. Remember: first come, first served.

WGC WEBSITE UPDATES: A BRIEF PAUSE IN INPUT
We've been working behind the scenes on a software upgrade of the Whole Grains Council website. This upgrade won't change the familiar and trusted look of our site, but will allow us to handle increased volume and new features as we head into the new year. We plan to switch over to the new model sometime in the next two weeks, and during the switchover some input features of the site will be temporarily unavailable. That means you'll still be able to access and view information - but for 2-3 days you won't be able to file new Product Registration Forms or New Product Announcements. We hope you'll all be enjoying a few days off for the holidays when this occurs in any event, but we're giving you a heads-up so you won't be surprised if you encounter this situation.

BAKING MANAGEMENT'S "2010 INFLUENTIAL 20"
Every year, Baking Management magazine salutes the people it deems to be the 20 most influential figures in the baking world. We were pleased to see WGC companies well-represented in this year's article.

A big salute to Steve Avara (Flowers Foods), Bill McGowan (Caravan Ingredients), Kirk O'Donnel (AIB), and Daniel Seervitje (Grupo Bimbo), all of them WGC members - and the WGC was included too, for its work to "benefit both consumers and bakeries, ensuring the former are sufficiently educated on the importance of whole grains that a robust market exists for the latter." First Lady Michelle Obama and FDA Commissioner Margaret Hamburg helped round out the list, so we were all in good company.

OLDWAYS NEWS: CULINARIA TRIP TO TURKEY
Every month we end our newsletter with an update from our parent organization, Oldways.

This month it's an exciting travel opportunity to Turkey, on March 19-26, with Oldways and award-winning chef (and WGC Culinary Advisor) Ana Sortun.  Oldways regularly runs culinary travel adventures where discerning food lovers can steep themselves in the cuisine of a particular region. Our previous trip to Turkey with Ana, in March of 2007, was a sell-out, so we advise early registration for this one.

First, we'll visit Gazientep, a city in southeastern Anatolia, a region famous for pistachios, baklava, bulgur, copperware and for its important contribution to Turkish cuisine.  And, since a trip to Turkey isn't complete without a stop in Istanbul, we'll focus on the other regional cuisines of Turkey during our time in this mesmerizing city.  Details are on the Oldways website, or you can contact Sara Baer-Sinnott (617-896-4848) for more information.

All of us at Oldways and the Whole Grains Council join together in wishing you a warm and wonderful holiday season,

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

November 2010 WGC Member Newsletter (sent to members November 17, 2010)

Dear Whole Grains Council members,

Here at WGC Headquarters, last week ended on a very positive note, when one of the nation's major distributors told its suppliers, "As the industry changes, consumers remain loyal to manufacturers that invest time and money in obtaining certifications."

Thanks to all of you for being involved in the WGC's Whole Grain Stamp certification program. As the SPINS data we highlighted in our September newsletter attests, the Whole Grain Stamp increases sales -- proving this distributor's claim. Make sure that all your qualifying products are registered to use the Stamp!

GREAT ROSTER OF CONFERENCE SPEAKERS

We've got a great group of speakers lined up for Whole Grains: the New Norm, our upcoming conference January 31-February 2 in Portland OR. A sneak peak at just a few of these speakers includes:

• Jerry Burger, of Santa Clara University, on how social norms affect our behavior, including our food choices

• Penny Kris-Etherton, of Penn State, with a roundup of the latest research on the benefits of whole grains

• Joan Lyon, from USDA / CNPP, on the role of whole grains in the new 2010 Dietary Guidelines

• Cary Neff, Morrison Healthcare Food Services, on ways to bring healing whole grains to hospitals and other foodservice

• Yu Xiaodong, General Director of the Center for Public Nutrition and Development of China, on new efforts to promote whole grains in China

We urge all our members to register today for the conference. It's easy -- just click here -- and the first person from each member company gets a free registration; additional registrations are at close to half off the full rate.  WGC conferences are an excellent way to network with other members, forge relationships with top media, pick up useful ideas you can use immediately in your work -- and enjoy great whole grain food.

VENDING MACHINE OPPORTUNITY

Here's one more way your company and your products can get extra visibility at the Portland conference. We'll be featuring a state-of-the-art vending machine from HUMAN Healthy Vending at our conference, to illustrate how whole grain snacks are becoming more widespread. We'll be stocking this no-pay vending machine with about 30 WGC member products -- and yours could be included.

First priority for vending machine placement goes to the supporters and sponsors of the conference. So sign up today, if you haven't already. You can be a Supporter for $500 to $1500, and a Sponsor for $5,000 and up. Click here to see details on costs and benefits. We may have a few vending machine spaces left after that, so tell us if you're interested, and we'll put you on the waiting list. Or -- become a supporter or sponsor and guarantee your products will be in the vending machine! Contact Cynthia Harriman  (603-436-1608) or Kara Berrini (617-896-4880) for more information.

A big thank you to the generous companies who have stepped forward so far. Sponsors: King Arthur Flour, Bob's Red Mill, Lundberg Family Farms, General Mills, Cargill Horizon Milling, ConAgra Mills, Riviana Foods, Sunnyland Mills, Kellogg's, HUMAN Healthy Vending. Supporters: Mestemacher Bread, Rubschlager Baking.

MEMBER SERVICES: WHAT DO YOU NEED?

Every once in a while we like to remind you that the WGC provides more than great conferences and the Whole Grain Stamp. Here are just a few of the tasks we've helped our members with over the past month. We hope these examples inspire you to call on us with your whole grain questions and needs.

• Found a resource on creditable grains for school meals

• Brainstormed with a multi-national member on ways that their European, Indian, New Zealand, and Australian divisions could use the WGC's resources

• Consulted AACC's Whole Grains Working Group, for guidance on whether kañiwa (in the quinoa family) could be considered a whole grain

• Reviewed packaging wording for a member's private label product

• Asked regulators in Canada about the status of masa flour in that country

• Connected a member with resources for testing whole wheat flour

In short, we do whatever we can to help you create more and better whole grain products. What can we do to help you with your whole grain needs? Contact Cynthia Harriman (603-436-1608) or Kara Berrini (617-896-4880) next time you need help.

FOLATE: FRIEND OR FOE?

One key role of the WGC is to help our members keep up on the latest scientific and regulatory issues that affect them. To fulfill that responsibility, we've been keeping an eye on the issue of folate fortification, most recently by attending a presentation titled "Folate: Friend or Foe" at the American Dietetics Association's FNCE conference in Boston.

Folate, an essential B vitamin, occurs naturally in whole grains (and in leafy greens, legumes and other healthy foods) but about 40% of the folate is lost when wheat is refined. Since 1998, refined wheat flour has been fortified with folic acid, a synthetic form of folate - a move that has resulted in a huge reduction in a class of birth defects called neural tube defects. But new research has led some countries to pull back from plans for fortification, as discussed on the Whole Grains Council blog.

As with virtually every vitamin and mineral, too much of a good thing may not be... a good thing. Too little calcium, and you may get brittle bones, for example; too much, and you may impair kidney function. Now scientists are discovering potential risks of excess folate, including speeding the progression of pre-cancerous cells into full-blown tumors. In his presentation, Dr. In-Young Kim, MD, of the University of Toronto, said that neural tube defects affect 1 in every 1000 live births. But 1 in every 2 people over age 65 have pre-cancerous cells. Increasing the folic acid in our diets may benefit a small group, while endangering a very large group. "Think about the math: who's at risk?" said Dr. Kim. Natural food sources of folate, like whole grains, deliver this key nutrient in the proportions our bodies evolved to expect, without risking potential excess.

EXPLORE THE HUGE CHINESE MARKET, IN APRIL 2011

In China, nutrition policy is determined by the Center for Public Nutrition and Development of China (PNDC). Recently, the PNDC decided that China needs to put more emphasis on whole foods, including whole grains. To ramp up quickly on everything from health research to consumer messaging, the PNDC has asked the Whole Grains Council and the Grains for Health Foundation (GHF, a research organization run by WGC Scientific Advisor Len Marquart) to partner with them in promoting whole grains.

As one part of the project, the WGC and GHF are helping to plan a two-day Whole Grain Summit to be held in Beijing in conjunction with the 3rd International Nutrition & Health Industry Expo, April 19-21. When officials in the world's largest country start promoting increased consumption of whole grains, this could create a sizable market for food exports from the U.S. and other WGC member countries, to China. WGC member companies interested in exploring the potential for marketing in China are invited to exhibit at the Expo and attend the Whole Grain Forum. Click here to download details, or contact Cynthia Harriman (603-436-1608) or Kara Berrini (617-896-4880) for more information.

You'll also have the opportunity to meet some of those involved in this joint venture at our conference in Portland, where (visas willing) we expect a delegation of about 20 Chinese government and business leaders to attend.

OLDWAYS NEWS: MED DIET IS A UNESCO TREASURE

Oldways, the parent organization of the Whole Grains Council, is perhaps best known as the creator of the Mediterranean Diet Pyramid, and for its two decades of tireless promotion of the Med Diet as the gold standard for healthy eating. Earlier this year, the Med Diet got a big boost when it was cited in the 2010 Dietary Guidelines Advisory Report here in the U.S., as a model food pattern.

And now, this week, another honor: UNESCO has declared the Mediterranean Diet as an "Intangible Cultural Heritage of Humanity." With UNESCO World Heritage status, the traditional Mediterranean Diet (featuring whole grains) can become a model for healthy eating that can guide individuals, families, healthcare professionals, agencies of various governments and NGOs to reach the goal of improved health and wellness for people around the world.

This is an ambitious mission and Oldways will be there, with others, to fulfill this goal.

Warm Thanksgiving wishes to all of you. If you're still looking for inspiration for your feast, the WGC website has recipes like Thanksgiving Muffins, Curried Sweet Potato and Millet Soup, and Best Pumpkin Pie Ever. Enjoy the feast!

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

October 2010 WGC Member Newsletter (sent to members October 21, 2010)  

Dear Whole Grains Council members,

Kara and Chrisanne enjoyed seeing so many of our members at Expo East here in Boston last week. As always, we love the opportunity that trade shows provide for us to catch up with members we've known for a while, to meet new contacts at many companies, and to see what's new with your product lines. More than two dozen WGC members were on the roster as exhibitors! If we missed you (most likely because your booth was full of customers when Kara and Chrisanne stopped by) don't hesitate to drop us an email or pick up the phone to tell us what's new.

IOM REPORT ON FRONT OF PACK SYMBOLS

As many of you may be aware, the U.S. Food and Drug Administration (FDA) has been seeking input on Front of Pack (FOP) symbols for more than three years. In September 2007, at FDA's invitation, the Whole Grains Council presented information on the usefulness and success of the Whole Grain Stamp at hearings in Maryland. In September 2009 the Institute of Medicine began a  two-year project, at the request of the U.S. Congress, to review existing FOP systems and make suggestions on the best kind of approach for helping consumers find healthier foods.  The Whole Grain Stamp was one of twenty established FOP labels included in IOM's Phase I report, released on October 13th.

The IOM committee decided that the most useful system would target four values: total calories, saturated fat, transfats, and sodium. It's not immediately clear that this approach will really be helpful to consumers. As we commented to the committee during Q&A at the briefing, we'd favor a system that rates foods rather than a few stray factors, since humans eat foods (like whole grains!) not nutrients - and isolating a few nutrients can't really describe a food. (For instance, which of the three beverages shown below - orange juice, 2% milk, soda - "scores" best at a glance, using just these four factors?)

The committee is now embarking on Phase II of its work, in which it will gauge consumer reaction to various FOP approaches highlighting these four factors. In the meantime, the IOM committee stated specifically in its press briefing that it does not call for any changes in any existing FOP symbols including the Whole Grain Stamp. It will be up to FDA, Congress, and the CDC to decide how to proceed once the Phase II report is delivered about a year from now.  In the meantime, it's business as usual, for the foreseeable future. We're proud that the Whole Grain Stamp continues to be a useful and clear tool for helping consumers find whole grains.

WGC CONFERENCE: FIRST PERSON IS FREE!

Our 5th Whole Grains Council conference will be January 31-February 2, 2011 in Portland, Oregon. While that's still three months away, here are three good reasons to register today:

• the first registration from each WGC member company is free (Be the first! Be the first!)

• capacity at the Nines Hotel, our conference venue, is 150 people (and this email goes to 783 WGC member contacts...)

• our early-bird registration rate, for additional people from your company, ends November 15 (Be the second, or the third!)

Talk with your colleagues now, and make plans for this event, to benefit your marketing and R&D efforts. Then click here to go to our registration website.

You can see the conference schedule at the link above, or call Cynthia Harriman  (603-436-1608) or Kara Berrini (617-896-4880) for more information.  We're adding more details to the schedule every week, to make this the best conference ever, with fresh new insights on how to produce and promote whole grains more effectively.

Thanks again to our wonderful conference sponsors: Bob's Red Mill, King Arthur Flour, General Mills, Lundberg Farms (Event Sponsors); Cargill, ConAgra Mills, Riviana Foods, Sunnyland Mills (Benefactor Sponsors); and Mestemacher Bread, Rubschlager Baking (Supporters).  Your company can be a sponsor, too, and benefit from the extra visibility sponsorship provides with top media attending the conference. The benefits are many and the costs are reasonable, as explained on our website.

WELCOME, INTERNATIONAL AFFILIATES    
Ten percent of WGC members are companies based outside the U.S., and 15% of products registered to use the Whole Grain Stamp are being sold in 20 countries other than the U.S. - some by our international members, and others by multinational U.S.-based members. To make sure that all of the worldwide needs of our members are being met, the WGC has launched an International Affiliates program to regularly trade information with whole grain campaigns in other regions.

Our first four International Affiliates are now listed on our website. We are pleased to be linked to:

• The Danish Wholegrain Campaign, with whom we've been working for almost 3 years now.

• The HealthGrain Forum, a pan-European group of grain researchers and companies.

• The PNDC, the Chinese government's Center for Public Nutrition.

• HGCA, in the UK, and its Wholegrain Goodness campaign.

While the vast majority of the WGC's resources and time continue to be spent on the U.S. needs that are common to most of its members, we want you to be aware that we can also provide some support for your whole grain efforts in other corners of the world.

WG STATISTICS, AT YOUR SERVICE
One of the busiest pages of the WGC website is our WG Statistics page. We direct members there when they call us looking for surveys about consumer attitudes to whole grains... data on whole grain new product introductions... info on whole grain consumption, and so much more. We also frequently see tidbits from our Statistics page woven into media stories, or reprinted on other websites. We wanted to remind you that this treasure-trove is there for you, and is regularly updated by the WGC staff.

New this month, for instance, is foodservice data from Mintel and from DataEssential on rising trends in menuing whole grains, along with FMI shopping trends data showing whole grains as the top item shoppers are buying more of.  Stop by often, and see what's new.

OLDWAYS AT FNCE DIETITIANS' SHOW
Every month we end our newsletter with an update from our parent organization, Oldways.

All Oldways programs - including the Whole Grains Council - set great store by working with other health and nutrition professionals, especially registered dietitians (RDs). These are the people who are in the trenches year-round, working with people to help them understand the importance of eating well. We're always delighted when, day after day, dietitians contact us to thank us for our educational materials, our packaging symbols, and other Oldways resources they use in their daily work.

In just a few weeks, we'll be connecting with the RD community at their annual conference, called FNCE, here in Boston, on November 7-9. If you're attending FNCE, please stop by the Oldways booth (#3421) and say hello.
 
Don't forget to enjoy some delicious whole grain pasta on Monday, October 25, to celebrate World Pasta Day. An Oldways team will be in Rio de Janeiro that day, managing a Scientific Consensus Conference on the Healthy Pasta Meal. Bom apetite, as they say in Brazil.

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