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Gayle Veum, RD Vice President WFC Program Highlights October 31, 2014 Fall Joint Meeting

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What were up against

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Issues, Obstacles and Opportunities U.S. Domestic Market for Wheat

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Anti-wheat Rhetoric Weather decimated wheat crops Decreased planting of wheat Issues

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LESS $ to WFC Less Wheat Planted LESS $ to WFC Poor Wheat Crop Years WFC Financial Ability

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Anti- wheat Gluten- free Low Carb GMO Claims Anti- Grains Less $ for WFC to Fight

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Non-Scientific Claims Wheat causes all types of health problems Grains are not needed for good nutrition Humans have not evolved to eat grains Modern wheat is toxic Wheat is GMO

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Paleolithic Diet Scarsdale Diet The Zone Wheat Belly Book Grain Brain Recent Assaults

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Promotion, research and education dollars Reality Source: Websites/annual reports

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Opportunities $10M budget: Page 6 $20M budget: Page 7

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What are we doing with the $$ we do have $$ What are we doing with the $ we have?

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Fiscal Year 2013/2014 and Four Months into 2014/2015 WFC Program Highlights

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Building Strong Partnerships Focus on Influencers

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Media RDs Registered dietitians who regularly appear on television, radio or print media WFC provides story ideas and wheat-related research They are paid according to the number of WFC messages included in the story and the size of the market 10 media RDs in 2013/2014 acquired 18 million impressions

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WFC Media RD Results Combined reach of over 18 million viewers

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Supermarket Registered Dietitians (SRDs) Over 500 SRDs nationwide and growing Speak directly to consumers through demos, tours and flyers Speak/interact with the media on a regular basis Excellent way to leverage our small budget for big results

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Balls Foods Big Y Corbons Fareway Giant Eagle Giant Foods HEB Hannaford Grocery Chains Reached Harmons Ingles Markets King Soopers Kroger Lowes Foods Meijer Price Chopper Publix Raleys Roundys Safeway Skogenfest SuperValu Wegmans Weis Markets Whole Foods

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Photo shoot in Denver in February 2014 Kelsey Hansen, recent graduate of Art Institute of Colorado 26 Shots in 3 days Lights, Camera, Wheat Foods

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Family Features lifestyle piece Print 2.3 million 56% of placements on the front page States: NY, FL, NC, OK, GA, PA, AZ,MI, CA, IL, WA, MS, TX, MO, SC, NJ, KY, ID, TN, WI, UT, MA and IA Online 15.6 million Newswire - 21.8 million The Truth About Gluten

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Oct. 18-21, 2014 Atlanta Built on our winning formula Booth experts: breeder, farmer, miller Couscous & Corn Salad; Bulgur salad 30-second RD survey Six classes of wheat display FNCE - Making an Impact

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Wheat Safari In ND

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Included 26 food editors, food bloggers, SRDs, extension professionals and ag media Many WFC members also attended

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Educate key nutrition influencers about wheat foods from farm to fork Showcase the expertise of WFC and members and the many resources we provide Generate media coverage Strengthen the WFC relationship with nutrition influencers Develop relationships that will continue beyond the Wheat Safari Wheat Safari Goals

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From Farm

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To Classroom

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With a lot of fun along the way

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MT Wheat & Barley Committee NE Wheat Board NAMA ND Mill ND Wheat Commission OH Small Grains Marketing Program OK Wheat Commission SD Wheat Commission TX Wheat Producers Board WA Grain Commission ADM Milling AIB International Ardent Mills Bimbo Bakeries USA, Inc. CA Wheat Commission Cereal Food Processors/Milner Milling KS Wheat Commission MD Grain Producers Utilization Board MI Wheat Program Voting

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BEMA Corbion Caravan CO Wheat Administrative Committee Home Baking Association Kellogg Company The Mennel Milling Company Monsanto NC Small Grain Growers Assn Siemer Milling VA Small Grains Board Kansas State University Grain Science & Industry Dept. MN Association of Wheat Growers National Wheat Foundation ND Grain Growers Association OR Wheat Growers League WY Wheat Growers Association Associate Non-Profit

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Allied Trades of the Baking Industry AZ Grain Research and Promotion Council AK Wheat Promotion Board Farmer Direct Foods ID Wheat Commission Independent Bakers Association Jiffy Mixes National Pasta Association OR Wheat Commission Pyle & Associates Tortilla Industry Association U.S. Wheat Associates Kent and Melanie Eddy Supporter Individual

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Be our Ambassador! Share with extension professionals in your region, state Share with schools (teachers, nutritionists) Use our materials as the basis for your own presentations at local/state meetings Publicize on your own social media platforms Give to your communications staff to mine the content and turn into fact sheets, infographics, blog posts, Tweets, Facebook posts, etc. What can you do?

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Our Crisis Communications Team Anticipate and respond to continued anti-wheat messaging; give pro-active, positive presentations Science is on our side

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Thank you! Your Next Speaker: Professor and Director, Exercise and Wellness Program Director, Healthy Lifestyles Research Center, AZ State University Glenn Gaesser, PhD WFC Advisory Board