Grain Foods Foundation and Wheat Foods Council Partnership

1. Grain Foods Foundation and Wheat Foods CouncilPartnership ND Wheat Commission County Representatives Meeting Grand Forks, ND December 8, 2010 Judi Adams, MS, RD President

2. Organizational Chart

3. Grain Foods Foundation Wheat Foods Council • 130 members, primarily industry • $3.2 million annual budget • 13 member board • 5 bakers • 5 millers • 3 allied (AIB; ATBI and BEMA) • Executive board: • 2 co-chair (1 baker and 1 miller) • secretary and treasurer • 8 member scientific advisory board • Marketing Committee • 45 members, primarily grower groups • $700,000 budget • 17 Member board • All industry members who pay $16,000 or over • All grower groups who pay full allotment or $16,000 if allotment is less • Executive board: • Chairman • Past-Chairman • Vice Chairman • Secretary/Treasurer • 5 working committees: • American Dietetic Assn. convention • Commodity Classic • Program Committee • Agency Review Committee • Nominating Committee

4. Each organization has an ex-officio member at the other’s meetings: • Sheryl Stennett, Horizon Milling, will represent GFF at the WFC meetings. Horizon is a member of both organizations. • Brent Robertson, NE Wheat Board, will represent WFC at GFF marketing committee meetings and Board meetings. NEWB is a member of both organizations.

5. Current Leadership: • Executive Board: • Co-Chair: Cereal Food Processors & The Kroger Company • Treasurer: Sosland Publishing • Secretary: Cain Industries • Marketing Committee: • Co Chair: Pepperidge Farm & Bimbo U.S.A. • Staff: • Judi Adams, President • Part-time fundraiser • Part-time bookkeeper • Executive Board • Chair: TX Wheat Producers Board • Past-chair: General Mills • Vice Chair: ADM Milling • Sec./Treasurer: NE Wheat Board • Staff: • Judi Adams, President • Gayle Veum, Vice-President • Part-time bookkeeper

6. Wheat Foods Council Programs: 2009/20010 – “How Wheat Works” online program 2010/2011 - Urban Wheat Field in Washington, DC

7. Developed by BursonMarsteller with assistance from WFC members • Takes a participant from the “Field to the Fork” • How wheat is planted, nourished and harvested • How wheat is transported and milled • How flour is made into end products • Explains the nutritional value of wheat

8. How Wheat Works

9. Discusses the History of Wheat in the U.S.

10. Explains the Six Classes of Wheat

11. Shows the Difference Between Whole and Enriched Grains

12. Provides Recipes for the Type of Wheat Chosen

13. Teaches how to Find Grain Products in the Store

14. Cost - $210,000 • 1,682 consumers have participated in the program • Have submitted a proposal to revise, expand and better publicize the website in 2011

15. Urban Wheat Field, Sept. 23-24, 2010 Washington, DC Jerry McReynolds, NAWG, Colin Peterson, MN, House Ag committee chair and David Moore, WFC Chair perform the ribbon cutting Janice Cooper, CA Wheat Commission, with ADM’s commercial mill

16. Mary Ellen Wagner, SDWC shows hand grinding ConAgra provided a master baker, Manfred Schmidtke, to demonstrate cupcakes and biscotti NEWB makes cinnamon rolls with Ultragrain flour Kathy Wiemer, RD, General Mills, teaches label reading

17. Media Coverage:

18. More Media Coverage:

19. Media Results:

20. Grain Foods Foundation Programs Planned by the marketing committee in May Approved by the full board in July for Sept. 1 start

21. Fall 2010: “Sandwich Night in America” • Spokespersons were Paula Deen’s sons, Bobby and Jamie. • Online sweepstakes • Blogger event in NY City • Mall of America Event in Minneapolis • Television and radio interviews • 87.1 million impressions

22. Paid Media for “Sandwich Night in America” Paid ads in “First for Women” and “Real Simple”

23. Paid Media for “Sandwich Night in America”

24. More Paid Media

25. Spring 2011 Bread Art Project • Continuation of our 2010 Bread Art Project with Share our Strength (SOS) – largest childhood hunger advocate in America • Spring 2010 • Enlisted Melissa d’Arabian, Food Network Chef • Partnership with SOS = $25,000 • Raised an additional $50,000+

26. Go to www.BreadArtProject.org

27. Select your bread type and upload a photo or draw a picture:

28. Nourish Children while educating the consumer social networks blogosphere media relations school communication Melissa d’Arabian with a “Mommy Blogger” paid media

29. Launch through Traditional & Social Media

30. Engage with Influential Moms in Key Markets

31. Partner with Weekly Reader • Target elementary school and art teachers • Atlanta • Baltimore • Dallas • Houston • Kansas City • Los Angeles • Miami • Nashville • Omaha • Philadelphia • Washington, DC

32. Provide Classroom Materials

33. Encourage Student Participation “I will be doing this project with my school in late May.  It will be a joint project between technology and art!”  “I have had my students creating bread art. My students and are I trying to help towards the June goal.”

34. Bread Art Project Results • 106 million media impressions • 2,100 new Facebook fans • 51,820 bread art uploads • $51,820 donated to Share our Strength

35. Grain Foods Foundation Scientific Advisory Board 2010/2011 Robert Rosenson, MD Cardiologist Julie Miller Jones, PhD, LN, CNS, Grains Nutrition Ronald Kleinman, MD Pediatrician Bruce Young, MD OBY/GYN Sylvia Melendez-Klinger, MS, RD, LD Hispanic Outreach Glenn Gaesser, PhD Committee Chair & Glycemic Index Expert Shelly Case, RD Gluten-free Expert James Gavin, MD Diabetes Expert

36. WFC and GFF Collaboration to date • Joint exhibit at IBIE (International Baking Industry Expo), Las Vegas, Sept 26-29, 2010 • Joint exhibit at American Dietetics Association Annual Convention, Boston, Nov. 7-9, 2010 Gayle Veum, WFC Vice-President Cindy Falk, KWC, Judi Adams, GFF and WFC, Gayle Veum, WFC, and Mary Ellen Wagner, SDWC

37. Thanks For Your Continued Support of WFC…May This Be A Great Partnership Questions?