Milling & Baking News - September 22, 2020 - 12

Business

Breadbasket checkoff delayed in
effort to accommodate opponents
Continued from Page 1

the spring of 2019 during the American
Bakers Association annual meeting. Opposition from these and other bakers
stiffened in recent weeks because of the
tremendous toll the COVID-19 pandemic has taken on businesses that rely on
foodservice customers. Still, the checkoff
steering committee remained confident
throughout the process that the requisite
baking industry support to meet USDA
thresholds was still intact.
While disappointed about the delay,
Ms. Cochran said the "commitment to the
campaign is not wavering." In the coming weeks, the GFF will work to revise its
application and exploring the launch of a
marketing campaign already conceived
in anticipation of the checkoff program.
Even as the foundation works to move
forward rapidly with the revisions, Ms.
Cochran said the program is now unlikely

prompt the USDA to require a lowering
of the de minimis level triggering mandatory participation. While dropping the

©SHERSOR- STOCK.ADOBE.COM

requirement for foodservice companies
to participate will eliminate a vocal
group of checkoff program opponents
(not all foodservice suppliers oppose the
program), Ms. Cochran said there is no

'The checkoff steering committee remains
unwavering in its commitment to seeing through a
program broadly supported in the industry.'
- Christine Cochran,
Grain Foods Foundation

to gain approval in the next year. Once a
revised Order is drafted, a process likely to
take about two months, negotiations will
resume with the Agricultural Marketing
Service of the USDA and then the Department's Office of the General Counsel. After the proposal has cleared these two hurdles, discussions will begin with the Office
of Management and Budget. The entire
process likely will be slowed because of
the approaching elections, Ms. Cochran
said. She said about 18 months elapsed between when the draft Order was first submitted and when the Department finally
certified the program as in compliance
with the checkoff statute.
The GFF has spent $2 million over
the past two fiscal years to advance the
checkoff process with direct expenses associated with the program ranging from
legal fees to travel by GFF staff members
to discuss the program with members
of the baking and allied industries. Ms.
Cochran said it was too early to estimate
how much will be spent trying to draft
and move forward the program update.
While support for the program remains strong, Ms. Cochran said the
impending elimination of participation of certain foodservice bakers may
12 / September 22, 2020

Milling & Baking News

guarantee opposition will not emerge
from smaller bakers added to the program if the de minimis level is lowered.
In parallel with its regulatory work to
keep the checkoff process moving forward, Ms. Cochran said the GFF will be
looking for ways to initiate a marketing

crafted a marketing campaign based on
a theme of "Love, Bread." The new marketing campaign will remind consumers of the reasons they love bread while
also reminding them that bread is good
for them, Ms. Cochran said.
Concern about divisiveness
Robb MacKie, president and chief executive officer of the ABA, said the group's
executive committee responded when it
was not clear the program had sufficient
support from the industry to move forward with the USDA.
"ABA's executive committee was very
concerned about the industry being divided at a time we should be building off
the momentum of being reengaged with
consumers as well as a very uncertain political environment," Mr. MacKie said. 
Of the plans to revise the program, Mr.
MacKie said the ABA supports an effort
to find a path forward, which allows the
association to return to neutrality.
"We hope this will be seen as an opportunity for the Grain Foods Foundation
to reengage with the entire industry," he
added. "We are looking for broader consensus. There is a real opportunity to benefit the industry if we get it right."
Martin: 'The right time is now'
While hopeful the revisions will ultimately lead to a successful launch of a
checkoff program, Tony Martin, executive vice president of Martin's Famous
Pastry Shoppe, Chambersburg, Pa., expressed frustration over the delay.
"I still think the checkoff is the right
thing for the industry," said Mr. Martin,
a member of the GFF steering committee.
"I think the right time is now."
While several opponents of the checkoff

'ABA's executive committee was very concerned
about the industry being divided at a time we
should be building off the momentum of being
reengaged with consumers.'
- Robb MacKie,
American Bakers Association

campaign for the industry even before the
checkoff program is formally launched.
"We have the framework for a fabulous
campaign," she said.
The prospective campaign was developed by O'Keefe Reinhard & Paul, LLC,
a Chicago advertising firm. OKRP has
been working with the GFF since September 2019. The agency was recommended to the GFF steering committee
after a consumer marketing taskforce
vetted three agencies. The agency has
not yet been formally engaged but has

were from the foodservice side of baking,
Mr. Martin said many bakers supporting
the program have foodservice customers.
"It's a growing part of our business," he
said. "From the foodservice side, we've all
been battling the Wheat Belly, the Atkins
diets and all these grand exposés of why
you shouldn't have grain in your diet. The
cooks and chefs are influenced I think far
more than consumers are. Now we have
an opportunity to get good literature and
science to them."
Mr. Martin took issue with the decision
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Milling & Baking News - September 22, 2020

Table of Contents for the Digital Edition of Milling & Baking News - September 22, 2020

Milling & Baking News - September 22, 2020 - 1
Milling & Baking News - September 22, 2020 - 1
Milling & Baking News - September 22, 2020 - 2
Milling & Baking News - September 22, 2020 - 3
Milling & Baking News - September 22, 2020 - 4
Milling & Baking News - September 22, 2020 - 5
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