We celebrated our 50-year milestone at the 2022 International Baking Industry Exposition (IBIE) in Las Vegas. Tim O’Connor and the members of the executive committee hosted a two-hour Happy Hour reception at the Paris Las Vegas hotel. Guest from all areas of the baking industry met with WFC leadership, including representatives from Ardent Mills, Corbion, Grupo Bimbo, Kansas Wheat, North Dakota Wheat, Texas Wheat, and WFC President, Tim O’Connor.
The reception featured YouTube chef sensation, Gemma Stafford of Bigger, Bolder, Baking fame. With over 8 million followers and counting, Gemma shared her tips for how to grow your social media presence with attendees. She also treated guests to a sneak peak of her new cookbook, which will be available soon, including a taste of two new desserts featured in the cookbook.
Why is the Wheat Foods Council’s Work Important?
We have all seen what happens when fad diets, media headlines and influencers declare wheat foods should be avoided. WFC is working every day to educate the key influencers about the positive nutrition in wheat foods and the fallacy of fad diets. As these influencers become better informed, the advice they provide supports wheat foods consumption reaching millions of consumers every day.
WFC Mission Statement
The WFC is an industry-wide partnership dedicated to
increasing domestic wheat foods consumption through nutrition information,
research, education and promotional programs.
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WFC Vision
The WFC seeks to deliver a program of wheat foods promotion while correcting misinformation where appropriate—play offense as much as possible; play defense when necessary. WFC follows an influencer strategy targeting our programs to influencers who will multiply our messages to the audiences they communicate with. This strategy is highly appropriate due to the WFC’s limited budget and the effectiveness of message multiplication by selecting the right influencer targets and providing them with compelling information and programs.
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When we aren’t at IBIE, we are out spreading the word of the benefits of enriched flour.
Our most popular video is called Bread. A Slice of Life. and it shows how bread is an integral part of American life.
We’ve also been producing Chef’s Corner, profiles of notable chefs across the country like Jay Drumm of Wendy’s.
And we have been bringing chefs out to the Culinary Institute in Napa, CA for a two-day workshop where
they explore different ways to add wheat foods to their menus.
And this spring, we introduced the Future of Food Forum immediately after the workshop.Our Happy Hours at the last two IBIE shows have included a great mix of industry leaders.
