Over the last 13 years, the Grain Foods Foundation has worked diligently to debunk myths about grain-based foods, focusing on key influencers as the most cost-effective path to positively change the discussion about the industry’s products. Indeed, the Wikipedia listing today for empty calories no longer includes a reference to refined grains, white bread or rice.
Unfortunately, the industry’s ultimate goal is not winning a Wikipedia page battle; it is building per capita demand for flour. It’s a battle that isn’t going well. Interviews of key industry stakeholders show a common aspiration for an effort that will “move the needle” of demand and a recognition this goal will not be achieved without much greater resources than currently are being invested. Against this backdrop, a checkoff program feasibility study is under way. How this exploration plays out remains to be seen, but good for the grain-based foods industry for finally taking a serious look at a strategy that has a genuine chance to move the needle.