Oklahoma Farm Report masthead graphic with wheat on the left and cattle on the right.
Howdy Neighbors!
Ron Hays, Director of Farm and Ranch Programming, Radio Oklahoma Ag Network  |  2401 Exchange Ave, Suite F, Oklahoma City, Ok 73108  |  (405) 601-9211


Agricultural News

Wheat Foods Council President Ready to Go On Offense In Gluten Free Conversation

Fri, 21 Aug 2015 05:57:31 CDT

Wheat Foods Council President Ready to Go On Offense In Gluten Free Conversation The gluten free diet fad has caught the attention of many American consumers and caused a stomach ache for the wheat industry. That’s been a tough battle to fight for Tim O'Connor, President of the Wheat Foods Council that works to grow domestic demand for wheat and wheat products. He said gluten free resembles other fads like low-cholesterol, low fat and low carbohydrate diets. O'Connor said the only way to combat these campaigns is with science and facts. The Wheat Foods Council also broadens the discussion by working with influencers, a small group of people that interact with a much larger group.   

“We keep them informed, we answer their questions, we debunk myths and we help them understand more about wheat and wheat products,” O'Connor said. “They in turn, are then able to communicate that information very broadly on our behalf.”

Radio Oklahoma Network Farm Director Ron Hays interviewed O'Connor during the Oklahoma Wheat Review held on Tuesday at Redlands Community College in El Reno. Click or tap on the LISTENBAR to listen to the full interview.

The wheat industry is starting to see signs the tide might be turning. Over the last six months, O'Connor has seen more media outlets reporting that gluten free isn’t everything it was promoted to be. The scare of gluten won’t go away overnight, but he is hoping the fad is running out of steam.

Over the next six months, the Wheat Foods Council is reviewing their strategies to chart their course for the future. While they have a huge library of research and scientific information about wheat, O'Connor said they will determine if there are any gaps in their science. The organization doesn’t have the budget to support big consumer campaigns, so they will continue using their strategy of "influencing the influencer". The Wheat Foods Council aims to determine which influencers have the best opportunity to get accurate messages out.

“We want to talk positively about wheat, we don’t want to always be putting a shield up and defending against wheat,” O'Connor said. “It’s hard to score points when you’re always playing defense, you have to play defense, but we need to play offense. It’s time to play some offense.”

The Wheat Foods Council is funded by grower organizations, like the Oklahoma Wheat Growers Association along with mills, bakers and equipment manufactures.



Ron Hays interviews Tim O'Connor, President of the Wheat Foods Council
right-click to download mp3


WebReadyTM Powered by WireReady® NSI


Top Agricultural News

  • Feeder Steers and Heifers Steady to Higher, Steer and Heifer Calves Lightly Tested at OKC West - El Reno  Thu, 04 Jun 2020 05:33:50 CDT
  • Oklahoma Grain Elevator Cash Bids as of 2:00 p.m. Wednesday, June 3  Wed, 03 Jun 2020 15:43:29 CDT
  • Wednesday, June 3, 2020 Market Wrap-Up with Justin Lewis  Wed, 03 Jun 2020 14:55:42 CDT
  • , 2020 Market Wrap-Up with Justin Lewis  Wed, 03 Jun 2020 14:52:08 CDT
  • Raegan Klassen, Kale Miller, Landri Chaplin and Jentry Squires Named State FFA Stars for 2020  Wed, 03 Jun 2020 14:45:55 CDT
  • Oklahoma Wheat Commission's Mike Schulte Says Wheat Harvest in the State around 8 Percent Complete   Wed, 03 Jun 2020 16:17:00 CDT
  • Oklahoma Youth Expo Announces the Summer Spectacular Livestock Clinic on July 17  Wed, 03 Jun 2020 13:21:31 CDT
  • Road to Rural Prosperity--State Representative Harold Wright Talks about His Years in the Oklahoma House and a Lifetime in Radio  Wed, 03 Jun 2020 10:07:20 CDT

  • More Headlines...


    Ron salutes our daily email sponsors!

    Oklahoma City Farm Show KIS FUTURES, INC. Oklahoma Ag Credit Oklahoma Farm Bureau National Livestock Credit Ag Mediation Program P&K Equipment AFR Insurance Stillwater Milling Oklahoma Cattlemen's Association

    Our Road to Rural Prosperity sponsors!


    Search OklahomaFarmReport.com

    © 2008-2020 Oklahoma Farm Report
    Email Ron   |   Newsletter Signup   |    Current Spots   |    Program Links

    WebReady powered by WireReady® Inc.