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In this episode, Aaron Harries sits down with Tim O'Connor, the President of the Wheat Foods Council. Tim leads the charge in promoting domestic wheat consumption and addressing the challenges posed by misinformation in the industry. With a focus on strategic marketing, he brings a wealth of experience from his role in the Council, which unites all segments of the wheat value chain, from growers to bakers, to enhance the public perception of wheat foods.

We discuss the Wheat Foods Council's initiatives to increase demand for domestic wheat, tackle misconceptions about enriched wheat foods, and leverage influencers in the fitness and culinary sectors to reshape public perception.

The Wheat Foods Council serves as a vital marketing organization, focusing on overcoming misinformation and increasing demand for wheat.

Engaging fitness professionals and chefs is crucial for promoting the nutritional value of wheat foods.

Enriched wheat flour, often misunderstood, is fortified with essential vitamins and minerals.

Collaboration across the wheat value chain leads to comprehensive marketing strategies that benefit all stakeholders.

Addressing the decline of fad diets, particularly gluten-free trends, is essential for promoting balanced dietary choices.

Tim emphasizes the importance of consumer education, advocating for straightforward messaging about the benefits of wheat.

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