By Scout Nelson
In February 2024, the Wheat Foods Council gathered in San Antonio, Texas, for its annual board meeting, aiming to reinforce the connections within the wheat value chain.
The council, led this year by a Kansas wheat farmer, plays a critical role in bringing together various sectors of the industry, from farming to milling to baking, and ultimately to the consumer.
The chairman, who began his tenure in the summer of 2023, oversees a substantial farming operation in Kansas, focusing on wheat and sorghum. His extensive experience, including leadership roles with the Kansas Wheat Commission and international wheat marketing, contributes valuable insights to the council's mission.
The Wheat Foods Council, founded by wheat producers in 1972, is dedicated to promoting wheat-based foods and providing accurate nutrition information. Its efforts include a comprehensive marketing program titled “Research, Recipes, Resources,” highlighting the nutritional benefits of wheat, the versatility of wheat-based recipes, and the importance of trust between consumers and family farms.
Recent achievements include an updated logo, successful engagement on digital platforms, and an increase in the popularity of wheat-based recipes. The council is also working to enhance consumer trust in growers and underscore the value of family farms in the wheat production process.
Looking ahead, the council's summer meeting will be held in Manhattan, Kansas, showcasing local wheat research and industry innovations. The current chairman will pass leadership to the vice chair, furthering the council's goal of promoting wheat's role in a healthy diet and its journey from the farm to the table.
Photo Credit -gettyimages-ygrek
Categories: Kansas, Business