Urban Wheat Field coming to Washington
August 31, 2010
by Eric Schroeder
WASHINGTON — The Urban Wheat Field experience of the Wheat Foods Council is coming to Washington in late September, two years after appearing in New York. The project helped draw attention to wheat, how it is grown and its nutritional benefits when it was displayed in New York in October 2008. It has been enhanced to include a prominent design element and live baking demonstrations with Manfred Schmidtke, a certified master baker from ConAgra Mills. In addition, the experience will include a recreated grocery store aisle featuring all wheat foods that will serve as a backdrop for registered dietitian presentations on understanding nutrition facts labels, proper serving sizes and whole versus enriched grain nutrition.
“Coming off the success and excitement of New York’s Urban Wheat Field, we’re looking forward to strengthening our message and enhancing the experience at the Washington, D.C., event,” said David Moore, executive board president of the W.F.C. and a representative of the Texas Wheat Producers board. “Our members and partners are sending more people, providing more resources and really going above and beyond to capitalize on this extraordinary, high-visibility educational opportunity.”
The live display will cover approximately one-quarter of an acre at 3rd Street and Maryland Avenue, SW, in Washington on Sept. 23-24. The University of Maryland, Central Maryland Research and Education Center is in the process of growing pallets of wheat, provided by North Dakota Wheat Commission, for display at the exhibit.
The milling section of the exhibit will feature mills from ADM Milling Co. and ConAgra Mills, as well as hand grinders donated by the South Dakota Wheat Commission. The Nebraska Wheat Board will provide a self-contained mobile baking lab that will make bread and cookies samples made with Ultra-Grain flour throughout the day. General Mills, Inc. and Kellogg Co. are expected to provide product samples to be given to visitors upon exiting the Urban Wheat Field.
Prior to the event, the National Association of Wheat Growers will host a reception for congressional staff members to experience the event and meet with representatives from their individual state wheat commissions.