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As grain-based food manufacturers grapple with increasing public skepticism, industry leaders are coordinating an ambitious campaign to counter what they describe as misinformation about their products in the health conversation.
The Grain Foods Foundation (GFF) is expanding efforts that began with last fall’s “Grain Foods Make the Moment” media campaign, according to Executive Director Erin Ball. Speaking at the American Society of Baking’s BakingTech 2025 conference in Chicago, Ball emphasized the importance of industry unity.
“It’s an important time for the industry to work together,” Ball said. “It’s an important time for us to agree on message and to be aggressively positive with that message. But I also think we need to remember that even if fear changes consumer behavior in the short term, it doesn’t last in the long term.”
The multimedia campaign, which ran from October through February, featured 30-second videos showcasing everyday grain-based foods in various meal settings—from peanut butter sandwiches to pasta dishes. The content was distributed across digital platforms, including Instagram, YouTube and TikTok, with particular success among millennial women through placements in The Skimm.
“We’re beating industry norms in terms of content performance, impressions and engagement,” Ball noted. “I think that speaks to the fact that people are looking for something positive.”
The campaign’s timing has proven particularly critical. In January, the 2025-30 Dietary Guidelines for Americans significantly diminished the role of grain-based foods, positioning the category at the bottom tip of an inverted food pyramid. This was followed by a February “60 Minutes” interview with Health and Human Services Secretary Robert F. Kennedy Jr., who expressed support for revoking GRAS (generally recognized as safe) approval for certain food ingredients, including refined carbohydrates like flour.
These developments follow the MAHA Commission report last May, which categorized refined grains among “unhealthy” processed foods, and a December lawsuit by San Francisco against major food companies over ultra-processed foods.
To strengthen their position, the GFF held a February webinar for over 4,400 registered dietitians on the public health benefits of enriched and fortified grain foods. The foundation is also encouraging member companies to integrate campaign messaging into their own marketing efforts.
“We’ve really been encouraging GFF investors to use the content,” Ball said. “We’ve seen it pop up on social media from investors. We’d love to see more of that.” Companies already incorporating the messaging include Grain Craft and Ardent Mills.
The GFF is backing its communications strategy with scientific research through its sister organization, the Grain Foods Research Institute. Six studies are currently underway examining grain foods’ contribution to nutrition and health, including research on diet quality, health effects in adults, and the relationship between bread consumption and risks of diabetes and cardiovascular disease.
One particularly significant new study at the University of Washington will model the nutritional implications of the new Dietary Guidelines’ recommendations—analysis Ball says would normally have been conducted by federal agencies.
“When we started hearing rumors about what the new pyramid might be like, weeks before it came out, we knew the administration had not modeled out what they were recommending in terms of checking all the boxes for vitamins, minerals, macronutrients and fiber,” Ball explained. “We need to do that work. That’s going to be a really powerful message.”
The study results could be available within six months and may provide the industry with data-driven counterarguments to recent dietary guidance.
For the grain-based foods sector, which has found itself increasingly on the defensive in nutrition conversations about “ultra-processed foods,” the coordinated approach represents a strategic shift from reactive responses to proactive messaging about the category’s nutritional contributions.
Industry observers note this campaign comes amid growing consumer confusion about nutrition, with conflicting messages from social media influencers, health authorities, and food manufacturers creating a challenging environment for evidence-based dietary recommendations.
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9 Comments
I’m curious to see how this plays out. Grain foods are so deeply embedded in our diets, but public perceptions can shift quickly. The industry will need to strike the right tone to resonate with today’s health-conscious consumers.
Interesting to see the grain industry push back against misinformation. I’m curious to learn more about the specific claims they are trying to counter and their strategy for reaching younger consumers.
Countering misinformation is always a challenge. The grain industry should take a collaborative, fact-based approach that engages with skeptical consumers, not just promotes their products.
Agreed. Transparency and open dialogue will be key to rebuilding trust, rather than just going on the defensive.
Interesting move by the grain industry. I hope their campaign relies on solid science and a genuine effort to address consumer concerns, not just marketing hype.
Grain-based foods have long been a staple in many diets, so it’s understandable the industry wants to defend their products. But they’ll need to be transparent and fact-based to overcome growing skepticism.
Agreed. Consumers are increasingly scrutinizing food claims, so the industry will have to make a compelling case backed by solid science.
The grain industry faces an uphill battle, given the rise of low-carb and gluten-free diets. Their campaign will need to address specific health concerns head-on if they want to regain consumer trust.
Aggressive positivity might not be enough. The grain industry would be wise to acknowledge valid concerns about processed foods and focus on highlighting the nutritional benefits of whole grains.