G.F.F., BEMA partner to leverage 'I love bread'

by Eric Schroeder
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Oprah "I love bread."
The G.F.F. and BEMA hope to use Oprah Winfrey’s “I love bread” declaration as a rallying cry for the grain-based foods industry.

WASHINGTON — The Grain Foods Foundation (G.F.F.) and the Bakery Equipment Manufacturers and Allieds (BEMA) have committed $125,000 to a dedicated content series that will use Oprah Winfrey’s “I love bread” declaration as a rallying cry for the grain-based foods industry. The dedicated content series will feature a set of “vibrant, compelling and unique social media posts” that will be connected through a common theme or style that may be shared across social media channels, the organizations said.

Still in the development stage, the content series is expected to roll out by the end of March.

The groups said they were inspired to act following Ms. Winfrey’s declaration of love for bread in a Jan. 26 video that caused Weight Watchers International Inc.’s stock to soar and social media to buzz. Ms. Winfrey partnered with Weight Watchers beginning last October and owns 6.4 million shares, or 10%, of the company.

Terry Bartsch, BEMA
Terry Bartsch, chairman of BEMA

“G.F.F. and BEMA took immediate action to dedicate resources to leverage the proclamation on behalf of the entire baking industry,” said Terry Bartsch, chairman of BEMA. “We’re excited to be able to capitalize on this moment in time and to give people the permission to declare their own love for bread.”

Kerwin Brown, BEMA
Kerwin Brown, president and c.e.o. of BEMA

Kerwin Brown, president and chief executive officer of BEMA, added, “Working with G.F.F. on this project gives us the opportunity to supply the grains industry a smart and humorous way to encourage the masses to shout ‘I love bread.’”

Christine Cochran, executive director of the G.F.F., said the venture is a chance not only to publicly promote bread, but also to remind consumers that bread and grains are an essential part of a healthy eating pattern.

Christine Cochran, Grain Foods Foundation G.F.F.
Christine Cochran, executive director of the G.F.F.

“We are thrilled that BEMA has joined us in telling that message in this unique way,” Ms. Cochran said.






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