By Andi Anderson
With a large share of U.S. wheat consumed domestically, strengthening consumer demand remains a key priority for the wheat industry. To support this goal, the Wheat Foods Council (WFC) is preparing for a new chapter that emphasizes wheat promotion, consumer engagement, and industry collaboration.
The council recently met during the Fall Wheat Industry Conference in Albuquerque, New Mexico, where leaders discussed future plans for expanding domestic wheat demand. The organization, originally founded more than 50 years ago by wheat farmers to encourage wheat consumption, is now working toward a renewed mission aimed at meeting today's market challenges.
Under the leadership of Sheri Glazier, Executive Director of the Wheat Foods Council, an Oklahoma farmer and registered dietitian, the organization is pursuing a strategic transformation. Members voted to change the organization's name to the National Wheat Promotion Board, with the official transition expected following an upcoming membership meeting.
The proposed change reflects a broader commitment to supporting domestic wheat demand through stronger consumer outreach and industry cooperation. The new direction focuses on four key priorities: elevating farmer voices, connecting producers with consumers, encouraging innovation, and aligning the wheat industry around consistent and effective messaging.
Domestic demand remains an essential market for U.S. wheat producers. During the 2024-25 marketing year, domestic wheat utilization exceeded exports, demonstrating the importance of consumers within the overall wheat marketplace. As farmers continue to face challenges such as lower commodity prices, increasing production costs, and growing competition in the food industry, maintaining strong demand is critical.
Recent consumer research also provides encouraging signs for the wheat sector. Interest in wheat-based foods such as artisan breads and sourdough products continues to grow. At the same time, only a relatively small percentage of consumers report following low-carbohydrate or gluten-free diets. These trends create opportunities for the industry to share accurate information about the nutritional value and versatility of wheat products.
A major component of the organization's future strategy is putting farmers at the center of the conversation. Producers can provide authentic insights into food production practices, helping consumers better understand how wheat is grown and processed. Building stronger connections between farmers and consumers can help improve trust and address common misconceptions about agriculture and food.
Innovation will also play a significant role in the organization's efforts. Exploring new wheat-based products and adapting to changing consumer preferences can help create additional market opportunities. Industry leaders believe collaboration among national and state wheat organizations can further strengthen promotional efforts and increase consumer confidence in wheat foods.
The new direction also complements existing outreach programs, including consumer-focused educational resources that provide recipes, nutrition information, and stories about wheat production. These initiatives help connect consumers with the farmers who grow their food.
More than five decades after its founding, the organization's transformation reflects a continuing commitment to its original purpose: encouraging wheat consumption and supporting a stronger future for wheat farmers. By promoting wheat foods, strengthening consumer relationships, and fostering innovation, the National Wheat Promotion Board aims to help ensure long-term demand and opportunities for the U.S. wheat industry.
Photo Credit: gettyimages-ygrek
Categories: Kansas, Education