MANHATTAN, KAS. — The Kansas Wheat Commission and the Kansas Association of Wheat Growers have introduced a new brand mark, the EAT Wheat symbol. The organizations also introduced a new tagline: Rediscover Wheat. The change was prompted by consumers’ recent following of low-carb diets.

“In recent years, consumers have increasingly followed fad diets such as the low-carb and gluten-free crazes,” said Justin Gilpin, chief executive officer of Kansas Wheat. “Our new tagline invites them to rediscover wheat foods, which have positive effects on the diet.”

The changes coincide with Kansas Wheat’s focus on helping consumers rediscover wheat in their diets and developing and centralizing wheat research. The new branding is meant to help concentrate research efforts on exploring the genetic diversity and complexity of the wheat plant.

“The new brand mark signals a clear purpose for our brand, which is investing in the future through wheat genetics research,” Mr. Gilpin said. “By rediscovering genetics in ancient wheat ancestors, we hope to unlock the true potential of modern day bread wheat.” 

Wheat provides around 20% of global calories for human consumption, and the new symbol represents the positive and innovative changes that the Kansas Wheat Innovation Center has had on the wheat industry, the groups said.