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The Wheat Foods Council (WFC) includes members from all sectors of the wheat value chain: growers, millers, bakers, suppliers and others. WFC develops sound educational and promotional nutrition programs that reach health and nutrition professionals, opinion leaders, media, and consumers. Our key audiences are registered dietitians, personal trainers, chefs and health-conscious consumers. WFC reaches out to each of these audiences as part of its mission to help increase awareness of dietary grains as an essential component of a healthful diet.
Here is a more detailed look at how WFC works to influence two of these groups.
In 2015, WFC identified that personal trainers are a critical target. With 300,000 trainers across the United States, our research showed they gave a lot of advice to clients about nutrition, especially concerning weight loss and maintenance, without having the knowledge base to do so effectively and correctly. Unfortunately, much of their advice was negative to wheat foods. Because this influential group’s advice not only reaches their 4 to 6 million clients per week, but also affects the 32 to 48 million family and friends that these clients talk to, we started providing positive information about wheat food nutrition that disputes the negative claims in fad diets like low-carb, Paleo, Keto and others.
WFC also targets accomplished chefs that set the menus for major restaurant chains, universities, event centers and other places that feed millions of people to educate them about new and exciting ways to utilize wheat foods and enriched wheat flour in their menus. We hold a custom seminar with the Culinary Institute of America to educate these chefs and give them a hands-on opportunity in the Culinary Institute kitchens. We are currently developing an online program with the Culinary Institute to reach chefs during the coronavirus pandemic. Find more...
Source: Online/SZK
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