The Grain Foods Foundation (GFF) Board of Trustees unanimously agreed during a January 26 meeting that after serious consideration and deliberation, the grain foods industry would be better served by refocusing GFF’s efforts. Specifically, the Board stated:
“GFF, founded in 2004, has served as the “voice of the grain foods industry” to counteract the impact of popular low carb diets on consumption of grain foods. GFF successfully met its initial mission by helping halt the erosion of baked goods consumption. It has provided meaningful value in communicating the nutritional benefits of grain foods to target audiences.
“Over time, however, the grain foods industry has moved into a new set of challenges. Without an updated mandate, GFF has suffered from decreased focus. To effectively influence behavior in the current nutrition environment and optimize its value to grain industry members, GFF needs to be sharply focused against clear measurable goals. GFF needs to be more aggressive, flexible and nimble. Expertise in issues management, marketing and public relations are critically important.”
According to the GFF Board, the GFF’s refocused mission will comprise three main objectives:
1. Prioritize “influencing the influencers.” GFF will change the primary focus of its efforts from consumers to key
influencers. It will aggressively promote the nutrition benefits of grain foods with key influencers, including health and nutrition professionals, appropriate health-related organizations, health and nutrition policymakers, and leading nutrition journalists and bloggers.
2. Proactively track and preempt misinformation. GFF will proactively track grain-focused initiatives (studies, books, broadcasts, articles) with the goal of preempting or countermanding misinformation regarding grain foods on an ongoing basis. The GFF Scientific Advisory Board members will lead efforts to provide rapid response to false communications and claims against grain foods, including fad diets.
3. Maintain crisis management reserves. To effectively guard against potential extreme attacks against grain foods,
GFF will develop a crisis communications plan and continue to develop appropriate reserves to enable prompt industry response to neutralize such attacks. GFF will continue to operate as an independent organization jointly trusteed by the American Bakers Association and the North American Millers’ Association. It will continue to be a valuable partner with other members of the wheat grain chain. During 2012, GFF will relocate its office to a location to be determined in Washington, D.C. This will position GFF closer to many key influencer organizations with which it hopes to work more closely. Also during 2012, GFF will seek a new leader in its new Washington, D.C. location. The current GFF president has been offered the position as chair of the revitalized Scientific
Advisory Board.
The GFF Board has delegated responsibility for developing recommendations for the new location and leader of GFF to the presidents of ABA and NAMA.
Source: The Grain Foods Foundation