Gourmet Business, February 2012

Food Industry Invited to Participate in National Whole Grain Sampling Day on April 4, 2012
News
Healthy

If your patrons are not yet on the whole grain train, then April 4 is the day to tempt them aboard! Boston-based 501(c) 3 educational nonprofit Oldways and its Whole Grains Council (WGC) are launching the first annual National Whole Grain Sampling Day on Wednesday, April 4, 2012, and putting out a call to supermarkets, foodservice outlets, restaurants, manufacturers and other organizations to join the celebration.

The mission of Whole Grain Sampling
Day is threefold:
• To show consumers how delicious
whole grains can be
• To encourage chefs and kitchens
everywhere to make whole grains
an everyday offering
• To give manufacturers an opportunity
to tout their new whole grain choices
Already, food providers are responding with a resounding “Yes.”
Compass Group, a leading food management company serving over
6 million diners daily, is the first to commit. They plan to offer tast-
ings in a variety of settings, including corporate cafes, healthcare
facilities and public and independent schools. “Tastings are a great
way to reduce the fear of the unknown that some customers have
when trying a new food. We use this strategy often to introduce new
healthful foods. We are excited to participate in the first Whole Grain
Sampling Day,” said Deanne Brandstetter, MBA, RD, vice president
nutrition and wellness for Compass North America.

Arby’s also plans to participate in Whole Grain Sampling Day. “We see this as a great opportunity to highlight the whole grain options available on every sandwich at Arby’s,” said Jo Ann Herold, vice president of brand marketing for Arby’s.

Other partners, including McDonald’s and Cooking Light magazine, are already on board to share information on April 4. Indian Harvest, supplier of specialty rice and grains, will use Facebook to encourage its foodservice customers to come up with creative ideas for Whole Grain Sampling Day promotions, and will award a free case of whole grains to those with the top five ideas. With these partners – and many more expected – the Whole Grains Council looks forward to introducing thousands of Americans coast to coast to the health

benefits and great taste of whole grains.

“Research shows that taste is growing as the reason people choose whole grains, so by partnering with restaurants, food companies and the media, we plan to ‘wow’ people on National Whole Grain Sampling Day,” said Cynthia Harriman, director of food and nutrition strategies for the Whole Grains Council and Oldways. “All incentives – free samples, coupons or a whole grain gift with purchase – help get whole grains into the mouths of consumers, our ultimate goal.” Whole grains consumption is on the rise, due in large part to increased availability of a wide range of delicious and healthy grains for every palate. According to SPINS, a market research and consulting firm, sales of natural foods and beverages with the Whole Grain Stamp increased 9. 9 percent over the last year.

Supermarkets, restaurants and foodservice establishments can take part in Whole Grain Sampling Day with any kind of promotion. Those unable to participate on April 4 – such as restaurants with a prior catering commitment – are encouraged to pick another day that week. The Whole Grains Council will list all participating activities and promotions on its Web site. To be included or to brainstorm how you can participate, visit the Whole Grain Sampling Day page of the WGC Web site, or e-mail Karen Mansur at karen@oldwayspt.org.

Athena’s Silverland Desserts Builds Its Team

Athena’s Silverland Desserts has appointed Leila Uslander as senior director of sales and marketing. Based at Silverland headquarters in the Chicago area, Uslander will be responsible for all marketing, PR and sales-related activities for the company. Her experience in both product marketing and retail has prepared her for this role at Athena’s Silverland Desserts.

“I have watched Leila grow and blossom over the past 10 years in her previous professional roles,” said Athena Uslander, founder and president. “Her innate passion for the business positions her perfectly to bring a breath of fresh air to the company.” Uslander begins her career at Athena’s Silverland Desserts by leading the charge on a brand refresh as well as the launch of the Raw Bar category unveiled at the NASFT’s Winter 2012 Fancy Food Show in San Francisco. For more information, visit www.silverlanddesserts.com.