The Grain Foods Foundation (GFF) announced it will relocate to Washington, D.C., seek a new president and refocus its efforts to meet new challenges during a Jan. 26 board of trustees meeting.
"GFF, founded in 2004, has served as the 'voice of the grain foods industry' to counteract the impact of popular low-carb diets on consumption of grain foods,” according to a statement from the board. "Over time, however, the grain foods industry has moved into a new set of challenges. Without an updated mandate, GFF has suffered from decreased focus. To effectively influence behavior in the current nutrition environment and optimize its value to grain industry members, GFF needs to be sharply focused against clear measurable goals. GFF needs to be more aggressive, flexible and nimble."
The refocused mission will comprise three objectives: changing the primary focus from consumers to key influencers, tracking grain-focused initiatives to counter misinformation, and developing a crisis communication plan.
GFF will continue to operate jointly trusteed by the American Bakers Association and the North American Millers’ Association. The current GFF president has been offered the position as chair of the revamped Scientific Advisory Board.