With its tagline of “Where the Industry Unites,” the eve of the 2010 International Baking Industry Exposition seems a particular apt moment for the important announcement late last week of a new partnership between the two foundations tasked with promoting grain-based foods.
Under the agreement, Judi Adams will serve as president of both the Grain Foods Foundation and the Wheat Foods Council. Ms. Adams headed the W.F.C. for 13 years before taking the reins at the Grain Foods Foundation with its establishment in 2004. The new arrangement leaves the organizations independent, with the G.F.F. focusing its dollars on consumer education and promotion and the W.F.C. responsible for grains nutrition education.
The agreement is a testament to the industry’s great regard for Ms. Adams, whose name has been synonymous with grains promotion and education for nearly a full generation. The efficiencies created by the common administrative leadership will allow the groups to devote a larger proportion of their budgets to their core missions. The timing of the partnership also is appropriate because of signs grain-based foods sales are stagnating.
With the difficult challenges the industry is facing, steps that allow for greater focus and success in delivering these groups’ important messages are certainly welcome.