Milling & Baking News - September 4, 2012 - 7

Right course to reliable milling data
n the August 21 issue of this magazine, an article and the assembling of whole wheat flour data by this beginning on Page 1 reviewed the results of a sur- magazine is the complexity of the American milling invey of flour millers to determine the production of dustry and the way in which mill locations across the whole wheat flour in the 2011-12 crop year. The survey, country may lead to data confusion. Termination of conducted by the magazine’s staff, is the last one in an this publication’s whole wheat survey recognizes the undertaking that began in 2007 to satisfy what was NAMA-Veris decision to include whole wheat flour as seen as an urgent need for reliable information about a separate figure in its compilations. One effort ought whole wheat output, and thus whole wheat demand, to be sufficient to supply such statistics. The informain the United States. The goal here is not to discuss the tion must be accurate to the point it may be relied on latest findings about whole wheat flour, underscoring making management decisions influenced by the numthe slow growth of output and thus of consumption bers themselves. While millers generally appreciate in recent years, but to use what was learned from as- the importance of the production data, the accuracy sembling this series to emphasize how important it is of individual reports sometimes suffers, if for no other to have reliable data about the American flour milling reasons than haste in preparation and a failure to unindustry. Assuring that the numbers are as correct and derstand what is asked. Looming large is the voluntary as informative as possible is a responsibility Milling nature of participation, contrasting with the mandato& Baking News and its predecessors have exercised ry reporting required by the Census Bureau. throughout our 90-year history. When the Census Bureau began warning of the conThe compilation of whole sequences of budget cuts on Termination of this publication’s wheat flour output began the gathering of industrial whole wheat survey recognizes the five years ago at a time when production statistics, hardly NAMA-Veris decision to include whole the Bureau of the Census in anything created more forewheat ﬂour as a separate ﬁgure in its the U.S. Department of Comboding from Washington compilations. One effort ought to be merce was engaged in issuthan the loss of mandatory resufﬁcient to supply such statistics. ing quarterly reports on U.S. porting. Attention was called flour output, but without to the action of every Conseparate figures on whole wheat. What began as an ef- gress, starting with the very first, to make participation fort to provide a helpful supplement to the Census re- mandatory. That step was attributed to understanding ports became something much different when budget the importance of such statistics as a guide to governlimits prompted the Census to halt in 2011 its periodic ment and to industry in choosing future directions. reports on flour milling production, ending a stream of In the wake of such dire warnings about mandatory information that extends over almost a century. versus voluntary and the quality of the statistics, it is To the great credit of the leadership of the North comforting to declare that participation across milling American Millers’ Association, that association rec- has been exemplary. Yes, the data are meaningful and ognized how important it is for milling to continue may be relied upon, even in those instances where into have access to information about production. Be- dicated changes seem contrary to the experiences of ginning with the July-September quarter of last year, individual companies. Most assuredly, the industry’s NAMA has published output statistics gathered by complexity justifies revisions and modifications as the Veris Consulting, Inc., an independent compiler of in- process moves forward. By providing the data now dustry statistics. Prompt reporting has characterized available for four quarters, NAMA has done the right this program, as well as a commitment to sharpen the thing in a manner that assures that milling is one inprocess when errors have occurred. dustry that knows where it has been and can use that Strikingly apparent from the NAMA-Veris effort information to plan for its future. MBN MORTON SOSLAND, EDITOR-IN-CHIEF
WE’RE EAGER TO GET YOUR FEEDBACK: E-mail editor@sosland.com or write to us at Milling & Baking News, 4800 Main Street, Suite 100, Kansas City, Mo, 64112 EDITORIAL STAFF
Editor-in-chief Morton I. Sosland Executive editor, markets Neil N. Sosland Editor L. Joshua Sosland Senior editor, markets Jay S. Sjerven Managing editor Eric J. Schroeder Associate editor Jeff Gelski Associate editor Ron Sterk Assistant editor, markets Laura Lloyd Internet editor Allison Gibeson Graphic designer, market graphics, data Christina Sullivan

PUBLISHING STAFF
Chairman Charles S. Sosland Vice-chairman L. Joshua Sosland President and publisher Mark Sabo Associate publisher G. Michael Gude Vice-president, chief ﬁnancial ofﬁcer Melanie Hepperly

Audience development director Don Keating Director of e-business Jon Hall Director of on-line advertising and promotions Carrie Fluegge Promotions manager Taré Torres Advertising manager Nora Wages

Director of design services Sadowna Conarroe Circulation manager Judith Arnone Digital systems analyst Marj Potts Manager of advertising design Becky White

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illing & Baking News September 4,world-grain.com bakingbusiness.com / 2012 / 7

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Milling & Baking News - September 4, 2012

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