Milling & Baking News - July 5, 2005 - 13

B U S I N E S S

whole grains rather than 100% whole
wheat was based on overwhelming
consumer preference for the whole
grains moniker, he said.
A native of France, Mr. Roizen has
been in the United States for 10 years
and in his current role at I.B.C. since
last September. He is a director at Alvarez & Marsal, Inc., which has been
managing I.B.C. since the bankruptcy.
Asked whether other I.B.C. new
product introductions would follow, Mr.
Roizen said yes, but declined to offer
specifics. He said the company's focus
at present is on White Bread Fans, but he
gushed enthusiastically about the marketing potential of I.B.C.'s brands.
"The past seven months have been
months of development of a new
marketing strategy for I.B.C. that will
build on the fantastic potential of our
American iconic brands," he said.
"What we're talking about today in
the context of those initiatives is one
new product introduction, but one
among a number. It is expected from

a company with a rich heritage as
ours that we would be innovators in
our market and be at the forefront. We

expect to not just be a relevant actor
in the consumer packaged goods area,
but to be a leader." MBN

At I.B.C. headquarters in Kansas City, the marketing team for White Bread Fans includes,
from left, Jacques E. Roizen, chief marketing officer; Steven V. Proscino, executive vicepresident, Eastern business unit; Terry Fisher, director of trade marketing, sales and
trade marketing group; Stan Osman, vice-president of marketing; and Terry A. Stephens,
vice-president, national account sales, sales and trade marketing group.

Bimbo Bakeries takes Grain Foods
Foundation effort to California

Seminar in Kansas City, Ms. Adams
encouraged other bakers to explore
similar partnering opportunities.
"This is exactly what we want
LOS ANGELES - Bimbo BakerJudi Adams, president of the foun- our partners to do - leverage the
ies USA, Inc. is partnering with the dation, credited B.B.U. with "giving Grain Foods
Foundation camGrain Foods Foundation to promote legs to the launch" of the public rela- paign," Ms. Adams said. "This is
Oroweat bread and to disseminate tions campaign. Speaking recently at a win-win.
the foundation's message that bread the Milling & Baking News Purchasing
"There were only enough funds
is healthful.
to do the two cities to start
In addition to a highly-visible billthe campaign. Our budget is
board on Sunset Boulevard, Bimbo
limited and this kind of promohas installed 115 posters around the
tion is expensive for a not-forSunset vicinity in bus shelters. The
profit group. The Bimbo initiative
foundation artwork has been "cusis a great way for the company to
tomized" with the Oroweat logo and
promote its products while
with Oroweat product images.
carrying the foundation's message
The Los Angeles initiative
across the nation."
follows the highly visible launch
She also noted that the foundain February of the Grain Foods
tion's Grains for Life logo could
Foundation public relations cambe incorporated onto investors'
paign in New York and Washing(members') letterhead, advertiston (see Milling & Baking News of
ing material, packaging, trucks
March 8, Page 1).
and other collateral material. The
"We are thrilled to partner with
Grains for Life logo is to be used
the Grain Foods Foundation beon products containing at least
cause their program has enlight50% grain, by weight. The founened Americans about the many
dation logo may be used on any
benefits of consuming grain-based
investor product.
foods," said Eduardo Aiza, mar"Our aim is to tell the public
keting director, B.B.U.
and the health care community
The Grain Foods Foundation is
in a compelling way about the
focusing on a handful of simple,
many health benefits associated
science-based
messages
for
with
consuming
grain-based
consumers, and Bimbo is focusfoods," Ms. Adams said. "We
ing on one of these - that grain
want to encourage people to
Through a partnership between Bimbo Bakeries
foods are not fattening but are
make decisions about their well
and the Grain Foods Foundation, a large billboard
actually important for weight
being based on common sense and
promoting grain-based foods has been installed
control and optimal health.
sound science." MBN
over Sunset Boulevard in Los Angeles.
14 / Milling & Baking News, July 5, 2005

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