Bread, the biggest victim of the low-carb craze, is fighting back. There is a campaign afoot in two U.S. East Coast markets and online http://www.grainpower.org whose goal is to counteract the onslaughts bread has long been enduring. The campaign is sponsored by a new organization, the Grain Foods Foundation, with 90 members that include marketers from the baking and milling industries like Cargill, ConAgra, General Mills and Sara Lee, along with trade associations and suppliers.
“We’d had enough,” said Paul Abenante, president and chief executive of the American Bakers Association in Washington, a foundation member. “We need to stand up for ourselves. Doing nothing is not an option.”
The campaign – with the theme “Bread. It’s essential.” has been in the works for more than a year. The posters and billboards, to appear initially in New York and Washington, are in addition to campaigns from several companies for new bread and cereal products with whole-grain recipes.
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