Milling & Baking News - January 4, 2005 - 7

E D I T O R I A L

Heightened awareness of food processing business

FoodBusinessNews
foodbusinessnews.net

Draft Issue

NEWS, MARKETS AND ANALYSIS FOR THE FOOD PROCESSING INDUSTRY

t has been our custom to devote this page in the first
issue of the new year to a review of publishing activities, as a report to both readers and advertisers. This
year a different message is being presented, one that the
publishers and editors associated with this magazine consider to be the most important in this publication's long
and proud history. Next March, when the event being announced for the first time on this page occurs, will mark
the 83rd anniversary of the first issue of this magazine as a
weekly publication serving what for some years has been
called grain-based foods. In number of weekly issues,
that anniversary brings the total well above 4,300, a record that only a small number of general magazines, and
almost no others in the business-to-business segment,
equal. This record is a source of considerable pride, and it
is one we are committed to maintaining.
The momentous event that will happen on March 8,
the date of the second issue of the 84th year of publishing, is the launch of a new magazine with the name Food
Business News. Subscribers to Milling & Baking News will
receive this new magazine on alternating weeks with
the regular issues of the familiar publication you are
now reading in alternating weeks. Most of the regular
features of Milling & Baking News will appear in both
publications, along with the alternate week's publishing of a new magazine that reflects extended coverage
reaching the universe of food processing. In addition,
Food Business News will have a circulation of 15,000,
which is more than three times the current number for
Milling & Baking News.

Decision almost foreordained
Moving ahead with the new magazine serving readers across the food processing industry was preceded
by months of intensive study. Yet, the actual decision to
move ahead, from the present-day perspective, seems
almost foreordained. As research, including extensive
surveys of present readers and of a wide range of executives in the prospective new universe, proceeded, it
became strikingly evident that the news focus of Milling
& Baking News already provided many of the information needs of large sectors of the greater food processing business. Hardly anything emphasized this finding
more strongly than that 70 per cent of the leading 50
companies in food processing already include among
their executives readers of the present magazine. This
far-reaching commonality of interest signaled appreciation for this journal's approach to reporting on events
important to executives of these companies. Particularly
striking a responsive chord was the knowledge that the
annual purchasing seminar this magazine has sponsored for more than a quarter of a century has drawn
an increasing number of purchasing executives who did
not necessarily fit within grain-based foods. At the start
of this seminar in the 1970s, attendance was limited to
executives of baking and their allied suppliers. That contrasts with attendance at the most recent seminar early
last summer when those present not only accounted for
most of North American baking but included nearly
60 per cent of the ranking food processing companies.
The conclusion is obvious - that the matters before the
Milling & Baking News universe also are the issues being
addressed by food processing executives.
Research aimed at determining relative reader interest produced similarly convincing findings. Grouping
bakingbusiness.com / world-grain.com

the editorial focus of this magazine into major categories
like marketing trends, new products, consumer trends,
ingredient markets, etc., and measuring whether news
in these categories is or is not "very important," the outcome showed that in practically every instance, a larger
percentage of food processing executives rate these
matters "very important" than did their counterparts in
grain-based foods. Many of these issues received a "very
important" ranking from 75 per cent or more of the food
processing executives covered by the survey, with the
rankings by grain-based foods lagging by a few, but
significant, percentage points.
Additional research showed the importance of magazine frequency to food processing executives, affirming
the value of a publication like Food Business News that
will be issued every other week.

Kraft sells confectionery business
to Wrigley, ponders it's next move
Welcome Back Carbohydrates!

16
Strength in
snacks makes
PepsiCo's
2005 outlook
fairly bright

A closer look to Food, Fraud
and the Feds

MARKET WATCH

Focus on Market Share

Food processors are hearing from consumers about the need for "heart healthy"
oils. Concerns about the impact of dietary
fat on health go back at least 50 years to
the initial work linking consumption of
saturated fatty acids with that the picture
is not as easy as replacement of one trouis
not quite so simple as cardiovascular LDL
promotes the deposition of chodisease, especially the buildup of plaque on arterial
walls, whereas HDL the cholesterol plaque
on arterial walls. Thus, edible fats were
classified according to their status as saturated, monounsaturated
or polyunsaturated.
Further research has
showed the cholesterolmodifying roles of blood serum components, demonstrating the negative impact
of low-density lipoprotein (LDL) vs. the
positive influence of high-density lipoprotein (HDL). Cholesterol tends to diminish
the formation of plaque. Today the influence of fatty acids is generally characterized by how they change the concentration
of these serum components.
Most recently, medical attention has focused on trans fatty acids, formed during
the refining and partial hydrogenation of
vegetable and fish oils.
As a result, food manufacturers have
found that "heart healthy" formulating is

not as easy as replacement of one troublesome fat with something "better."
Saturated fats. As with most biomedical
work, additional research shows that the
picture is not quite so simple as originally
indicated. vegetable and fish oils.
As a result, food manufacturers have
found that "heart healthy" formulating is
not as easy as replacement of one troublesome fat with something "better."
Saturated fats. As with most biomedical
work, additional research shows originally
indicated. Cholesterol tends to diminish
the formation of plaque.
Today the influence of
fatty acids is generally
characterized by how
they change the concentration of these
serum components.
Thus, edible fats were classified according to their status as saturated, monounsaturated or polyunsaturated. The influence
by how they change. Further research has
showed the cholesterol-modifying roles of
blood serum components, demonstrating
the negative impact of low-density lipoprotein (LDL) vs. the positive influence
of high-density lipoprotein (HDL). Cholesterol tends to diminish the formation of
plaque. Today the influence of fatty acids
is generally characterized by how they
change the serum components.

Bunge, P&G form alliance to make
cholesterol- reducing products
General Mills reflects on the rise
and fall of low-carb diets.

Most recently, medical attention has focused on trans fatty acids, formed during
the refining and partial hydrogenation of
vegetable and fish oils.
As a result, food manufacturers have
found that "heart healthy" formulating is
not as easy as replacement of one troublesome fat with something "better."
Saturated fats. As with most biomedical
work, additional research shows that the
picture is not quite so simple as originally
indicated. Longer-chain saturated fats

(C18 and higher) have little effect on serum
lipoproteins, while C12 to C16 fatty acids
(lauric, myristic, palmitic) increase LDL.
For many reasons, it is technologically
impossible from oil-containing foods. But
it is possible to minimize this component
to less than 0.5 g per serving. Longer-chain
saturated fats have little effect. As a result, food manufacturers have found that
"heart healthy" formulating is not as easy
as replacement of one troublesome fat with
something "better."

Positive reaction from readers
Just as important to the publishing staff as the expectation of a positive reception from the new readers targeted
by Food Business News is the analysis of how the readers of
Milling & Baking News will receive their magazine modified to broaden its coverage of all of food processing on
a bi-weekly basis. It proved heartening to learn that 85
per cent of the present readers were enthusiastic about
the expanded coverage. This is not a totally surprising
outcome, though, because many of the leading companies in grain-based foods already do substantial business
beyond this core or are eager to learn about developments
in the broader food processing business where opportunities may exist for building new business. For that 15 per
cent of present readers who expressed concern about the
impact of such a bi-weekly change in editorial focus on
the value of this magazine, the publishers and editors
promise that this move will not diminish in any respect
the commitment that has guided this magazine for 83
years to providing the news essential to successful management in grain-based foods.
With the largest editorial staff of any publishing company focused on coverage of the food industry, in total or
in any of its parts, a healthy measure of confidence rules
about our ability to meet the needs across the breadth of
food processing, while not neglecting the service and information that have long been provided to the historical
reader base. The 50 largest companies in food processing do an annual sales volume estimated at $322 billion.
Those 50 companies already include quite a few participants in grain-based foods, as well as many more that
have either experimented with this industry's products
or have contemplated such a move. Ingredient markets,
which have long been central to the coverage of Milling & Baking News, are of equal, and by some measures
even greater, importance to the major food processing
businesses. Extending the depth of coverage given for
so many years to ingredients used by grain-based foods
to all the major ingredients in food processing is one of
the major undertakings of Food Business News, along
with similar focus on the many issues that are of concern
to industry executives, regardless of the food processing
category where they are primarily involved.
Electronic delivery of publishing, in which Milling &
Baking News and its sister publications - World Grain,
Baking Buyer and Baking & Snack - have been in the forefront of business-to-business publishing, will obviously
Continued on Page 9
Milling & Baking News, January 4, 2005 / 7

http://www.foodbusinessnews.net http://www.bakingbusiness.com http://www.world-grain.com

Milling & Baking News - January 4, 2005

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