whole grains council added value for manufacturers · finland, norway, uk, ireland, italy) the...

Whole Grains CouncilAdded Value for Manufacturers

Cynthia HarrimanDirector of Food & Nutrition Strategies

May 10, 2010

The Whole Grains Council Oldways Preservation Trust

The Whole Grains Council

Part of non-profit educational organization Oldways

Founded in 2003

250 manufacturing company members based in 12 countries (including Finland, Norway, UK, Ireland, Italy)

The Whole Grains Council Oldways Preservation Trust

Mission of the WGC

To help consumers find whole grains and understand their health benefits

To help the media write compelling and accurate stories about whole grains

To help manufacturers create more and better whole grain products

The Whole Grains Council Oldways Preservation Trust

#1 The Whole Grain Stamp

Introduced in 2005

Now on nearly 3,600 products

Used in 21 countries

Helps consumers recognize whole grain products

The Whole Grains Council Oldways Preservation Trust

#2 Media Visibility

The Whole Grains Council Oldways Preservation Trust

Theory + Food Examples

#3 Company Visibility

Photos

Guest Blog option

Educational materials

The Whole Grains Council Oldways Preservation Trust

Member list

Recipes, with links

#4 Product Visibility

Stamp Product lists

Foodservice lists

The Whole Grains Council Oldways Preservation Trust

Contest prizes

New Products

#5 Health Research

The Whole Grains Council Oldways Preservation Trust

#6 Conferences

Inspiring speakers

Great networking

Media connections

Business tips

Science updates

WG tasting

The Whole Grains Council Oldways Preservation Trust

#7 Regulatory Information

Corporate training

Phone support

U.S. nutrition and labeling standards

2010 US Guidelines

Worldwide Guidelines

The Whole Grains Council Oldways Preservation Trust

#8 Product Development

Sourcing help

Ingredient questions

Competitive stimulus

Labeling advice

The Whole Grains Council Oldways Preservation Trust

#9 Website Content

The Whole Grains Council Oldways Preservation Trust

More Samples

Later!

#10 Marketing Support

The Whole Grains Council Oldways Preservation Trust

Whole Grains CouncilBranding with the

Whole Grain Stamp

The Whole Grains Council Oldways Preservation Trust

3,600 Products Use Stamp

100% 16g +34%

Basic 16g +31%

Basic 8-15g36%

The Whole Grains Council Oldways Preservation Trust

Types of Foods

breads

savory snacks

cold cereals

hot cereals

grains

sweet treats

pasta

bars

tortillas

flours

baking mixes

entrees

pizza

waffles

soups

beverages

0 250 500 750 1000

The Whole Grains Council Oldways Preservation Trust

International Usage

United States 3231

Canada 296

Other Spanish Speaking 92

Mexico 65

Brazil 18

UK 8

Dominican Republic 4

Ireland 2

China 1

New Zealand 1

ArgentinaChileColombiaCosta RicaEl SalvadorGuatemalaHondurasNicaraguaPanamaPeruUruguayVenezuela

The Whole Grains Council Oldways Preservation Trust

Canada ACE Bakery

Brar Flour Mills

Breadko National Baking

Canada Bread / Maple Leaf Bakery

Chana Food Products

FGF Brands

Glutino

Nature’s Path Organic Foods

Oakrun Farm Bakery

Ozery’s Pita Break Partnership

Ryza Just Rice

Silver Hills Bakery

Colombia Molino El Lobo S. A.

Dominican Republic Bravo Supermarkets

Finland Vaasan & Vaasan Oy **

Ireland Kells Wholemeal

Shamrock Foods **

Italy Tamma Industrie **

Mexico Grupo Altex

Grupo Bimbo

New Zealand New Zealand Bakels

Norway Kavli International AS **

UK Dorset Cereals **

EDME Ltd

Muntons plc

(Germany) Mestemacher Bread / Carl Brandt **

** using on products in US only

Members Based Outside U.S.

The Whole Grains Council Oldways Preservation Trust

Website Branding

The Whole Grains Council Oldways Preservation Trust

The Whole Grains Council Oldways Preservation Trust

The Whole Grains Council Oldways Preservation Trust

The Whole Grains Council Oldways Preservation Trust

The Whole Grains Council Oldways Preservation Trust

The Whole Grains Council Oldways Preservation Trust

Advertising Branding

The Whole Grains Council Oldways Preservation Trust

The Whole Grains Council Oldways Preservation Trust

The Whole Grains Council Oldways Preservation Trust

The Whole Grains Council Oldways Preservation Trust

The Whole Grains Council Oldways Preservation Trust

Note: These images use the Phase I Stamp graphic

2/3 of Dietitians Use Stamp

April 2010 survey

76.8% know Stamp

67.9% of those who use packaging symbols recommend the Whole Grain Stamp to clientsJournal of the American Dietetic Association, April 2010; 110(4):517-9

The Whole Grains Council Oldways Preservation Trust

Consumers Look for Stamp

The Whole Grains Council Oldways Preservation Trust

A December 2007 report titled “Label Reading from a Consumer Perspective,” which asked consumers questions about 13 packaging symbols, found that

60% of shoppers are aware of the Whole Grain Stamp.the Stamp is more trusted than all other symbols surveyed except the Heart Check, the USDA Organic Symbol, and standard Recycling symbols.

Source: Hartman Group consumer research

“I am pregnant. It has been quite a bit of work for me to try and find products that not only contain whole grains, but also have them in a quantity that makes it worthwhile to purchase them.

Having the 'whole grain' stamp has made it much easier for me to find these products. I especially like having the exact gram count per serving listed on these stamps.” A. Wilson, July 2007

“I notice that products do not have the Whole Grain stamp.  Is this because they refuse to participate or because they don't measure up to the standards on the breads I am looking at?” Marilyn S., March 2008

Consumers appreciate the Stamp when it is used...

And are suspicious when the Stamp is not shown...

The Whole Grains Council Oldways Preservation Trust

The Whole Grains Council

Helping consumers find whole grains and understand their health benefits

Helping the media write compelling and accurate stories about whole grains

Helping manufacturers create more and better whole grain products

The Whole Grains Council Oldways Preservation Trust

Thank You!