IBIE - 2019 Special Edition & Show Preview - 13

IBIE PERSPECTIVE

For most of the three years since the previous IBIE,
leaders of the grain-based foods industry have
been exploring bold steps to work cooperatively to
aggressively promote the industry's products.
in flour production from January to March 2018 was the
largest quarterly drop in almost six years.
Whether the hemorrhage in the US bread market will
be staunched remains to be seen. For most of the three
years since the previous IBIE, leaders of the grain-based
foods industry have been exploring bold steps to work
cooperatively to aggressively promote the industry's
products. While pleased by work of the Grain Foods
Foundation over the past 15 years, many bakers and millers concluded the organization would be unable to "move
the needle" given the relatively modest size of its budget
and the incessant and loud voices of baked foods critics.
After gathering input from industry leaders, a decision was made to explore a checkoff program for grainbased foods. Grains remain the largest energy source in
the American diet and as the leading food category finds
itself forever with a large target squarely on its back. Of
the roughly 2,500 Cal consumed daily, grains in 2015 accounted for about 524 Cal, or a little more than a fifth,
according to US Department of Agriculture data.
Among foods competing with grains for "share of
stomach," the only major food source other than grains

without a checkoff program is poultry, meaning that the
largest food group is spending the least to sustain or
build its market. The recognition that grain-based foods
competes at a disadvantage on a playing field that is not
level and the long track record of success of many other
such programs (e.g., dairy and eggs) has convinced a
strong coalition of industry leaders to move forward on
an ambitious program focused principally on so-called
breadbasket products.
The knowledge that a checkoff program is likely to
move forward should be reassuring to bakers as they plan
for IBIE 2019. Still, even if a program is initiated, the underlying changes cited throughout this special edition
bear close watching. The plunge in private label bread
sales represents an acceleration of a decades-long decline
in the position of enriched white bread as a dietary staple
in the US. Recent data showing a weakening trend in the
demand for whole wheat flour suggest that heightened
innovation will be required if bread is to maximize its
marketplace potential. Fast-growing categories such as
organic, sprouted and even gluten-free bread show that
ever-greater creativity will be required.
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IBIE 2019 PreShow Guide 13
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IBIE - 2019 Special Edition & Show Preview

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