Grainnet

Milling Journal Editor Josh Flint interviewed North American Millers' Association (NAMA) President Betsy Faga in July. In the final installment of a two-part interview, she dicusses the history of NAMA and where the Washington, DC-based association is headed in the future.

Challenges Facing Millers

Although the popularity of the Atkins diet has subsided, NAMA's 46 member companies are facing numerous challenges.

Finding grain. Access to quality grain will be a major issue for each of our milling sectors for slightly different reasons.

Millers will be watching cropping patterns as producers respond to the opportunities provided by ethanol.

Changes in plantings, concerns about weather conditions, and the impact on quality may produce challenges to corn and wheat millers.

For oat millers, a dependence on oats imported from Canada also leaves them vulnerable, should there be poor weather conditions.

Security issues. Food and facility security gained more prominence this past year within the milling industry and will continue in the coming year.

The ability to provide a safe, wholesome food supply without total disruption of commerce requires constant attention.

NAMA members are working together to assess voluntary security practices while also keeping a close eye on pending regulations, particularly in the area of chemical security.

Upward trend. While the milling industry isn't combating the fad diets of a few years ago, and the decline in wheat flour consumption has stabilized; millers are anxious to see an actual increase in that trend line.

They also recognize the importance of an ongoing campaign to be prepared for the next assault on grain-based foods.

Millers will be supporting the efforts of the Grain Foods Foundation, Wheat Foods Council, and Home Baking Association as each group's campaign strives to increase the consumption of grain-based foods.

Putting Atkins to Rest

Wheat flour consumption declined from a high of 147 lbs. per person in 1997, to 136 lbs. per person in 2003.

The trade press reported on discussiosn at NAMA meetings and American Bakers Association (ABA) meetings that expressed grave concerns about the declining consumption of grain-based foods, which was in part an effect of the popular Atkins diet.

In April 2003, a meeting was held between the leadership of NAMA and ABA.

The organizations realized that maintaing the status quo was unacceptable and the misperceptions and myths surrounding grain-based foods needed to be set straight.

The two organizations agreed to combine resources and to work closely in addressing the concern.

They began a well-thought-out process to prepare for a public relations program that included the naming of several joing committees.

Formulating a plan. Recognizing that more intensive research would be the foundation of any successful program, Wirthlin Worldwide was selected to conduct consumer research in order to construct a meaningful and strategic campaign.

Mullen was selected as the public relations firm.

In slightly more than a year, the research was completed, a proposed public relations campaign was develped, an administrative structure was put in place, and Judi Adams was hired as president of the Grain Foods Foundation (GFF).

A funding mechanism was developed and three-year pledges were made to GFF from millers, bakers, and allied members, totaling slightly over $4 million.

The Grains for LIFE campaign officially hit the streets in New York, NY and Washington, DC on Feb. 1, 2005.

With the Reuters jumbotron in Times Square as the focal point, consumers encountered a message underscoring the beneficial role that grain products play in a healthy, balanced diet.

Upcoming GFF Events

As a member of GFF Marketing Committee, I've had an opportunity to be engaged in the development of the 2008 plan.

The GFF works diligently to strke an appropriate balance in its program in order to meet the interests of its 116 investors.

This year's theme, "The Goodness of Grains," will emphasize grains for health and energy and new functional benefits of bread and grains.

With limited funds, the objective is to stay focused.

To accomplish that, the program is being built on two primary pillars: "Get Going with Grains" and "Ten Years of Saving Babies."

Get Going with Grains will focus on encouraging the consumer to eat more grain foods throughout the day—more wholesome meals and health, on-the-go snacks.

Ten Years of Saving Babies will celebrate the 10th anniversary of folic-acid fortification of enriched grain products and how our industry has helped prevent one third of neural tube birth defects.

GFF will be partnering with a celebrity chef, a celebrity mom, and March of Dimes for portions of the campaign.

Other elements will include a "smart snacking" contest in five magazines, national publicity, retail point-of-sale, and participation in the March of Dimes WalkAmerica.

See Related Websites/Articles:

• Part One

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