Initiative spreads food facts: Wheat Retreat supports food communicators with nutritional information

Misinformation is a major undercurrent for those who communicate about food. The Canadian wheat industry has strategically worked to counteract this trend and fill the consumer knowledge gap with science-based information about wheat nutrition.

The Canadian Wheat Nutrition Initiative (CWNI) was launched in February of 2022 by Alberta Grains, the Canadian National Millers Association, Cereals Canada, Grain Farmers of Ontario, Manitoba Crop Alliance and the Saskatchewan Wheat Development Commission. The collaborative advocacy group is supported by its own science advisory council comprised of nutrition professionals such as dieticians and food scientists. 

Central to CWNI activities, What About Wheat? provides wheat nutrition information that supports consumer outreach. One of the initiative’s activities, the first Wheat Retreat was held in 2023 and the second in May of this year. 

ACRES OF WHEAT INFO 

Hosted and organized by Cereals Canada at its Winnipeg facility, the 2025 Wheat Retreat was billed as an immersive community building and learning experience for wheat advocates. Participants included dietitians, food writers, home economists and influential food communicators from across Canada. “We carefully select guests who already show enthusiasm for wheat in their communications but may need deeper scientific backing to address questions from their audiences,” said Ellen Pruden, Cereals Canada vice president of communications and value chain relations. “There can be so many questions when it comes to wheat and wheat-based products. It can be challenging to sift through the misinformation and disinformation to find accurate, science-based information.”

The intensive, two-day Wheat Retreat itinerary was calculated to give participants a comprehensive understanding of wheat’s journey from farm to table. A slate of presentations included hands-on sourdough and chapati baking sessions and tours of the Cereals Canada milling and pasta making facilities. These activities were led by technical experts from Cereals Canada and additional stakeholders organizations as well as members of the What About Wheat? science advisory team. 

The event included boardroom presentations on topics such as how to find and evaluate sources of scientific information, where pasta sits on the glycemic index and a history of Canadian wheat farming. Presenters addressed questions frequently asked by consumers. Why, for instance, do people believe they can digest bread more easily when they travel abroad?

During a presentation on sourdough, What About Wheat? science advisor and dietician Erin MacGregor discussed “the vacation effect.” She stressed that such concerns should not be dismissed. Though the answer is multi-faceted, vacationers typically get lots of exercise and sleep, which positively affects digestion. Italy, she noted, is a country in which Canadian vacationers often claim they can better digest bread and pasta. But much of the wheat used to make these Italian staples is, you guessed it, Canadian. 

MacGregor’s fellow advisor Michael Gaenzle is a professor and Canada Research Chair in Food Microbiology and Probiotics at the University of Alberta. He noted humans have evolved to eat up to 100 grams of fiber daily but often do not consume enough of it. He pointed to a study in which participants ate a diet high in plant fiber. In just three weeks, this produced a notable improvement in their gut biome, the microbial community that aids digestion. Additional research has proven regular consumption of whole grains produces additional positive health effects. “Whole grains reduce our risk of mortality,” said Gaenzle. He also noted research has proven home baked sourdough bread and grocery store loaves deliver the exact same nutritional benefits. 

Dietician Heather Mangieri picked up on this. She noted dieticians concentrate on maintenance of such good dietary patterns rather than trendy, one-off food solutions.  

As the conversation unfolded, the communications professionals in the room noted they are always eager to share consumer-friendly, scientifically accurate information with their audiences. Even during the presentation, several of these professional communicators published what they had learned on their social media feeds.  

A MULTIPLIER EFFECT 

Participants leave the Wheat Retreat with three invaluable assets, said Pruden. They gain evidence-based knowledge about wheat nutrition, hands-on experience with wheat processing and preparation, and very importantly, a network of experts they can contact when facing challenging questions.

“We’re creating a sustainable support system that continues long after the event ends,” said Pruden. When a dietitian or food writer confronts misinformation about wheat, or they want to learn more about how wheat supports gut health, they know they have direct access to Canada’s leading experts who can help them with accurate responses.” 

This informational support system widely benefits the wheat sector. “The cereals industry benefits through a multiplier effect,” said Pruden. Each participant becomes an informed ambassador who reaches thousands or millions of Canadians with evidence-based messages about wheat nutrition. “This creates a ripple effect of knowledge that helps maintain consumer confidence in wheat products.” 

Research conducted by the International Food Information Council Foundation confirms the strategic value of this approach. The organization determined consumers who understand specific nutritional benefits of foods are four times more likely to incorporate those foods regularly into their diets. 

“While Canadians generally love wheat-based foods, our research shows their choices are rarely motivated by nutrition,” said Pruden. “This represents a challenge and an opportunity. By equipping influential voices with compelling nutritional information about wheat, we’re addressing a critical knowledge gap that, when filled, strengthens the entire value chain.”