W.F.C. considers recreating urban wheat field

by Josh Sosland
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DENVER — Recreating and expanding its urban wheat field is among several programs under consideration by the Wheat Foods Council for the coming year.

The field and other possibilities were discussed by the council’s public relations agency Burson-Marsteller at the Feb. 17- 18 board meeting at the Warwick hotel in Denver.

Called the "Urban Wheat Field Experience," the program was conducted last August at the South Street Seaport in New York. The live display was put together as 300 4-foot by 4-foot pallets. The interlocking pallets created the wheat field with a pedestrian path running through it. The wheat had been grown over the summer in a New Jersey greenhouse.

In addition to the board meeting, the W.F.C. heard a presentation on the front-of-pack labeling initiative by Susan T. Borra, an executive vice-president at Edelman, another p.r. firm. Ms. Borra previously had been with the International Food Information Council for 15 years, serving as president of the IFIC Foundation for the past two.

The nutrition labeling approach has been adopted by several major companies after a considerable amount of research was conducted looking into consumer messaging.

Len Marquart of the University of Minnesota addressed the board, offering an update on the Grains for Health Initiative. The W.F.C. said it has been involved in the initiative since inception. The effort resulted from research on ways to introduce whole grains into school lunch and snack programs.

Offering an update on Grain Foods Foundation activities was Judi Adams, president of the group.

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