Promoting breads will be the first initiative for the newly formed Foundation for the Advancement of Grain Based Foods, say foundation leaders. The American Bakers Association (ABA) and North American Millers' Association (NAMA) recently teamed to form the Foundation, a third party independent organization. According to Lee Sanders, ABA's vice president of regulatory and technical services, the foundation addresses all the issues the baking industry is facing, including low-carbohydrate diets and the growing perception that bread is unhealthy.

"We think that by focusing on breads that it will serve as a template to build on for other categories," Sanders said.

To guide these efforts, the foundation recently named Judi Adams president of the group, effective September 1, 2004. She has been in her current position as president of the Wheat Foods Council since 1991.

Adams and the foundation's first task will be to develop a comprehensive public relations campaign to reach out to nutritionists and the medical community to spread grain-based foods' positive message. As part of this effort, the foundation will try to influence public policy and recruit advocates to promote grain-based foods