The Wheat Foods Council (WFC) Board of Directors met recently to review the group’s 2010 Urban Wheat Field project and begin planning for future programming. The group evaluated the Urban Wheat Field project, held in late September in Washington, D.C., with regards to operations, impact and return on investment and with an eye toward helping the planning process for similar activities held in the future.
Those at the meeting also talked extensively about how to realign the organization’s programming to fulfill goals in its 2009 strategic plan, including efforts to move forward with projects more focused on educating those who influence Americans’ dietary choices. Soon after the Urban Wheat Field was complete, WFC reorganized its staffing structure to merge day-to-day operations with the Grain Foods Foundation.
NAWG Chief Executive Officer Dana Peterson described an upcoming Commodity Classic booth being planned to feature NAWG, U.S. Wheat Associates and WFC information and messages. The booth will include education about the six classes of wheat, a prize wheel to attract visitors and a conversation area for casual chats or media interviews.
Peterson emphasized that there should be opportunities for the NAWG Foundation to partner with WFC efforts, particularly in the areas of outreach and education, and that the foundation’s work is meant to build a center – logistically and metaphorically – for wheat industry projects that involve many state and national groups.