Wheat foods are a topic that has come under intense scrutiny in the last few years, but the Wheat Foods Council (WFC) continues to arm the industry, and consumers, with science-backed nutrition facts. The WFC met in mid-January to review its new strategic plan and to give an update on the state of wheat consumption. Cindy Falk, Marsha Boswell and Jordan Hildebrand represented Kansas farmers and their need to combat anti-wheat messages.
The WFC is aiming to reach consumers through influencers, mainly dietitians and personal trainers. Dietitians have been a group that WFC has been building a well-established relationship with for years, but their sights are now set on personal trainers.
While some may be initially hesitant to ask for dietary advice from trainers, men and women in the profession report fielding more nutrition related questions than ever before. This is an opportunity for the wheat industry to reach out to trainers and share the merits that wheat can have in an active lifestyle, and so far trainers seem to be receptive.
To read the rest of the story, please go to: Kansas Wheat Commission and Kansas Association of Wheat Growers