April 1998
Wheat Foods Council News
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Prairie Grains is the
official publication of
the Minnesota
Association of
Wheat Growers,
North Dakota Grain
Growers Association,
South Dakota Wheat,
Inc., and the
Minnesota Barley
Growers Association.
Millers' and bakers' jobs will get easier if work performed by USDA Agricultural Research Service scientists pays off. Researchers have found a method, through genetic engineering, to increase the amount of bread-making proteins in wheat kernels. Higher levels of the proteins are incorporated into wheat flours to produce lighter, more finely textured loaves of bread than traditional wheat flours.
In addition to increasing protein content, the engineering process could modify other qualities in wheat kernels and potentially yield additional unique flours for baking. Perhaps the research will lead to a greater selection of foods that help consumers meet the USDA's recommended 6 to 11 servings a day of bread and grain products.
Fastest growing market here at home
The domestic market is important to all classes of wheat in all growing regions. In fact, the fastest growing market for U.S. wheat producers is right here at home. In less than three decades, this market has increased by 400 million bushels, making it much larger than any single export market. The bottom line: Increased domestic demand translates into increased sales for U.S. wheat producers. Every extra bushel sold equals 42 pounds of flour consumed.
USWP now a voting member of the WFC
United Spring Wheat Processors is the newest board of directors member on the Wheat Foods Council. Gary Lee, president and CEO, is USWP's board representative. Keying national domestic wheat promotion efforts is the Wheat Foods Council. Headquartered in Englewood, Colo., the non-profit WFC promotes increased consumption of grain-based food through nutrition education and promotional programs across the nation. Producers fund the WFC through the wheat checkoff in respective wheat states. Agribusiness, millers, bakers, and other wheat foods processors and manufacturers are also WFC members.
Headway in consumer nutrition attitudes
Consumers' nutrition attitudes are somewhat changing - partly because of the Food Guide Pyramid. Based on an American Dietetic Association's 1997 Nutrition Trends survey:
Nearly 7 in 10 Americans (67%) are aware of the Food Guide Pyramid, up from 58% in 1995.
Forty-three percent rate the Pyramid high for usefulness in selecting a balanced diet, an increase from 36% in 1995.
Most Americans (92%) said fruits and vegetables are very healthful. Approximately 61% agree grain foods are very healthful.
Most Americans (81%) say physical activity and exercise are important to good health.
Favorite specialty food shop
Respondents of a Bon Appetit magazine survey were asked to name their favorite kind of specialty food shop. Nearly 40% (37.6%) said farmers' market, 18.2% selected bread bakery and 12.3% picked dessert bakery. n