Grainnet

Nearly 40 different sponsors, members and industry supporters are joining Wheat Foods Council in New York City next week to educate the public on "all things wheat."

For the past year and a half otherwise competing organizations like ConAgra/ADM, General Mills/Kelloggs have collaborated together to help the Wheat Foods Council create and construct "The Urban Wheat Field Experience."

This exhibit, involving a live wheat field (approximately ¼ an acre), full-size combine, functioning mill, bread-baking station, nutrition lab and more, will appear a week from today, for three days, at the South Street Seaport in New York City.

The exhibit will take wheat awareness to new heights by illustrating the lifecycle of the wheat kernel—from farm to fork.

This event was also created to increase visibility of the members and to address hot button issues in the wheat industry.

Elements of the event and corresponding educational resources will be available at www.wheatfoods.org beginning Friday, October 3rd.

WHAT: Rows of golden wheat alongside lanes of gray asphalt...a combine towering over a taxi...kernels transformed into bags of flour instead of bags of popcorn.

Something is afoot in the Big Apple.

A live wheat field, approximately one quarter of an acre in size, will sprout at New York City's South Street Seaport.

The Wheat Foods Council's "Urban Wheat Field Experience" brings the farm to table journey of America's most- consumed grain to life with a wheat field, full-size combine, functioning mill, bread-baking station, nutrition lab and more.

Established experts in the areas of wheat agriculture, milling, baking and nutrition will guide visitors through each phase of the grain's life cycle engaging them in hands-on activities and demonstrations along the way.

• Growers will lead wheat field tours highlighting how, where and when wheat is grown, annual wheat production and consumption, and wheat's impact on food prices and the U.S. economy.

• Milling experts will speak to the process that turns the kernel into flour, operate a mill and invite people to hand-grind their own wheat flour.

• Certified chefs will conduct bread-baking demonstrations and explain flour's transformation into the wheat foods eaten by millions of Americans each day.

• Registered dietitians will explain the nutritional properties of wheat foods and the differences between whole wheat and enriched wheat flour.

PARTICIPATING MEMBERS AND PARTNERS: ADM, AIB, Bell Institute, BEMA, Caravan Ingredients, Cereal Food Processors, Colorado Wheat Commission, Farmer Direct, National Association of Wheat Growers, Home Baking Association, Hoober, Horizon Milling, Idaho Wheat, Jiffy, Kansas Wheat, Mars – World of Grains, Maryland Grain Producers, North American Millers Association, North Dakota Wheat Commission, National Pasta Association, Oregon Wheat, Oklahoma Wheat, South Dakota Wheat Commission, Nebraska Wheat Commission, Texas Wheat Commission, ConAgra – Ultra Grain, U.S. Wheat Associates, Valente Yeast, Montana Wheat & Barley, Washington Wheat Commission, Wyoming Wheat Commission, Kelloggs, Mennel Milling, US AgBank, Case, Bay State Milling, Kraft

WHEN: Monday, October 6 – Wednesday, October 8, 2008

EVENT HOURS: 9 a.m. – 5 p.m. ET daily

COST: FREE admission to all visitors

WHERE: South Street Seaport; Intersection of Water Street and South Street

ONLINE ELEMENTS:

The Urban Wheat Field Experience is also available online at the Wheat Foods Council's Web site, www.wheatfoods.org.

The site provides educational materials outlining wheat's journey from farm to table as well as images, video and Scheideman's daily blogs from the event.

Site visitors also can enter to win the "Ultimate Wheat Foods Gift Basket", valued at approximately $100, which includes several wheat-based foods such as cereal, cookies, pasta and more.

For more information, call 312-596-3457.

See Related Websites/Articles:

• Wheat Foods Council

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