Milling & Baking News - October 5, 2004 - 5

T H I S

W E E K

October 5, 2004
Vol. 83, No. 32

NEWSCOMMENT

BAKING EXPO highlights BAKING EXPO highlights

Robotics poised to
reinvigorate baking
equipment design
Story on Page 31

12

I.B.C.'s woes will not limit Wonder in Canada

14

Ratings service touts Gruma's 'solid' profile

17

Bunge Ltd. gains control of Brazilian subsidiary

25

Protein in Kansas wheat crop exceeds last year

55

Campaign seeks to end Atkins educational ties

Weston Bakeries Ltd., which distributes Wonder Bread throughout Canada, said it
does not expect any supply disruptions from the recent Chapter 11 bankruptcy of
Wonder's producer, Interstate Bakeries Corp.

Credit agency Fitch Ratings said the business profile of Gruma, S.A. de C.V., the
world's largest maker of corn flour and tortillas, supports a stable outlook and
low credit risk for the Mexico-based company.

Bunge completed a tender offer for the shares of Bunge Brasil S.A., the holding
company encompassing Bunge's Brazilian assets, and now owns 98.3% of its
shares. Brazilian law gives Bunge the right to buy out remaining shareholders.

Protein content of the state's recently harvested crop averaged 12.8%, compared
with 11.7% in 2003. However, just 51% of the 2004 Kansas crop received a No. 1
quality grade, down from 73% in 2003 and the 10-year average of 57%.

The Partnership for Essential Nutrition, in a letter-writing campaign, demands
that four educational groups participating in the Atkins Educational Policy
Initiative cancel their agreements with the program.

Editorial
Late news
Business
Ingredient update
People
Nutrition and health

INliIhng

8Ba1dn

vs.

EDITORIAL STAFF
Editor-in-chief
Morton I. Sosland
Executive editor, markets
Neil N. Sosland
Editor
L. Joshua Sosland
Senior editor, markets
Jay S. Sjerven

AuditBureau
of Circulations

9
10
12
18
20
22

Data
Washington
Financial results
Supplier innovations
Health and wellness
Archive

25
28
41
54
55
62

Managing editor
Associate publisher
Eric J. Schroeder
G. Michael Gude
Senior editor, on-line news
Vice-president, chief financial officer
Lyle C. Niedens
Melanie Hepperly
Associate editor
Director of manufacturing
Jeff Gelski
Vance Spearman
Assistant editor
Director of circulation
Ron Sterk
Gwendolyn Cogshell
Editorial designer, market graphics, data
Director of design services
Christina Sullivan
Sadowna McClun
Feature designer
Circulation manager
Sarah Hill
Judith Arnone
Director of distribution
PUBLISHING STAFF
Gary Humbert
Chairman
Digital systems analyst
Charles S. Sosland
Marj Potts
Vice-chairman
Advertising Design and trafficking
L. Joshua Sosland
Becky White
President and publisher
Marketing communications
Mark Sabo
coordinator/reprint manager
Carrie Land

6 / Milling & Baking News, October 5, 2004

Cereal launch
brings whole grain
front and center
Baking for years has usually deferred to
breakfast cereals in promoting nutrition
and health attributes and in embracing
the latest advances in food science. Bread
and other baked foods have targeted value,
convenience and taste perceptions, while
cereals more often than not have benefited
from marketing focused on health-related
contributions. This relationship changed
in reaction to the recent low-carbohydrate
diets that found bakers as aggressive as
cereal makers in responding with products
aimed at meeting this new public demand.
Just as "low-carb" fades, the next big
thing to hit grain-based foods marketing is
the whole grain emphasis provided by the
likely revision in the federal government's
Dietary Guidelines for Americans. Having
admittedly lagged in responding to the
"low-carb" fad, General Mills, Inc. is leading
in embracing whole grains by its plans to
incorporate whole grains into its entire range
of ready-to-eat breakfast cereals. Its cereals,
already a leading source of whole grains in
the American diet, now will be marketed by
bold "Whole Grain" labels on every one of
its millions of cereal boxes.
How General Mills fares with this initiative
is going to be a topic of exceptional interest,
particularly when the company is basing its
thrust on a finding that American consumers
(91%, the company said) want more whole
grains in their diets. The company contends
that cereals are the "perfect product" to
satisfy this demand. Bread bakers ought
not wait too long before entering into this
marketing fray. MBN

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Seminar

MEAtFQUL{RY

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41

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Milling & Baking News - October 5, 2004

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