Promoting greater grains consumption through the Wheat Checkoff

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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.

Art Brandli, a Warroad, MN producer, has been elected to a one-year term as chairman of the WFC, beginning July 1, 1999. Brandli, who also serves on the board of the Minnesota Wheat Research and Promotion Council, is the first producer and first Minnesotan to serve in the position. Other officers include Dave Green, ADM Milling, vice chairman; Judy Vermulm, Montana Wheat & Barley Committee, secretary/treasurer; and Mark Dirkes, American Bakers Association, and Jack McCafferey, Independent Bakers Association, members-at-large.

Wheat foods promotion strategies

A key strategy employed by the WFC to educate consumers about healthy eating with wheat foods is by providing nutrition and health-related information to health and food editors across the nation, rather than advertisements. So far this fiscal year, the WFC has tracked coverage in more than 65 magazines and trades and 908 newspapers for a print circulation of 129,201,785. The ad equivalency totals $2,339,366.

Elements planned for the FY 1999/2000 program include: 1) a healthy eating book and publicity/satellite media tour; 2) physician/nurse direct mailings; 3) white paper on the nutritional benefits of grain foods; 4) energize your life Web site fact sheets; 5) ongoing "Set the Record Straight" coalition development; 6) continued media relations; 7) opinion leader briefings; 8) logo relations; and 9) stakeholder communications.

USDA developing Children’s Food Guide Pyramid; grains as the base

To help children achieve a balanced diet, the U.S. Department of Agriculture is developing a Children’s Food Guide Pyramid, recommending consumption portions suitable for children. Similar to the Food Guide Pyramid, the Children’s Pyramid is more kid-oriented with "more of the foods they will eat."

The grain group remains at the base of the Pyramid with the recommendation that children consume a total of six servings daily, two to three from enriched grain foods and three to four from whole grain foods. The foods depicted in the grains section include: whole grain bread; oatmeal; ready-to-eat cereal; a graham cracker; a Triscuit-type cracker; a waffle; a bowl of spaghetti; a bowl of rice; and a tortilla.

The USDA is planning to release the Pyramid this month in connection with National Nutrition Month. The WFC is submitting supportive comments about the Pyramid.

Grain foods may prevent heart disease

People looking for a way to reduce their risk of heart disease and stroke might want to seek out grain foods.
At the recent annual meeting of the American Heart Association, a panel of experts suggested that high levels of the blood chemical homocysteine might increase one’s risk of heart disease and stroke.

Experts aren’t sure how high homocysteine levels harm the heart, but some studies suggest that B vitamins, particularly folic acid, can help lower homocysteine levels. Because studies are still being conducted, experts advise against using B vitamin supplements. Instead, eat smart and make sure you get your vitamins from what’s on your plate. Whole grain, fortified or enriched grain foods, such as cereal, pasta and bread, are a delicious source of B vitamins as well as other important nutrients. (Source: American Heart Association)

A healthy ticket to heaven

An 85-year old couple, having been married almost 60 years, had died in a car crash. They had been in good health for years, mainly due to her insistence on healthy food and exercise. When they reached the pearly gates, St. Peter took them to their mansion which was decked out with a beautiful kitchen and master bath suite and Jacuzzi. As they "oohed and aahed," about their accommodations, the old man asked St. Peter how much all this was going to cost. "It’s free," St. Peter replied, "this is Heaven."

They went out back to survey the championship golf course, of which they would have daily golfing privileges. What’s more, each week the course transformed into a new one representing the greatest golf courses on earth. The old man asked, "What are the green fees?" St. Peter’s reply, "This is heaven. You play for free."

They went to the club house and saw the lavish buffet lunch with the cuisines of the world laid out. "How much does it cost to eat?" asked the old man. "Don’t you understand yet? This is heaven. It’s free!" St. Peter replied with some exasperation. "Well, where are the low fat and low cholesterol tables?" the old man asked.

St. Peter said, "That’s the best part. You can eat as much as you like of whatever you like and you never get fat and you never get sick. This is Heaven."

With that the old man began to fume. St. Peter and the old man’s wife both tried to calm him down, asking him what was wrong. The old man looked at his wife and said, "It’s all your fault!" His wife said, "My fault? What are you talking about?"

He yelled, "If it weren’t for your wheat bran muffins, I could have been here 15 years ago!"

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