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Wheat Foods Council Refocuses with New Executive Director – an Oklahoma Wheat Farmer

A longtime U.S. Wheat Associates (USW) partner, the Wheat Foods Council (WFC) is taking a new approach to promoting wheat and wheat foods, with a renewed focus on farmers and domestic demand – and a new executive who brings experience from both ends of the food chain.Sheri Glazier, an Oklahoma wheat farmer who is also a registered dietitian, is the WFC’s new executive director. Her hiring follows more than a year of work by WFC officers to reassess the organization’s mission, structure and role in the wheat industry. “As a lifelong wheat producer, and with the last 10 years of my career bridging nutrition and agriculture communications, this role brings my entire skillset together,” said Glazier, who started on Aug. 18. “From increasing consumer trust in wheat foods to connecting wheat farmer stories with consumers, I am ready to lead the WFC into its next chapter as a unified national voice for wheat foods. Creating connection ultimately builds trust – between farmers and consumers, between science and application, and between what we grow and why that matters.” Britany Hurst Marchant, executive director of the Idaho Wheat Commission and chair of the WFC Executive Committee, said the WFC conducted a nationwide search for a new executive director. A five-member search committee representing different wheat-growing regions and classes of U.S. wheat evaluated candidates through two rounds of interviews. Glazier ultimately stood out because of the unusual combination of skills she brings to the position. “As a wheat farmer, she understands production and the challenges facing growers. As a registered dietitian, she also brings professional expertise in nutrition and the role wheat foods can play in a balanced diet,” Hurst Marchant said. Glazier’s career has involved connecting agriculture and consumers, including work with agricultural organizations and commodity groups. That experience will be particularly important as the council seeks to address misconceptions about wheat and communicate directly with consumers. USW is a supporting member of the WFC. While USW focuses on international market development versus domestic U.S. consumption like the WFC, both organizations share a similar goal of promoting the six classes of U.S. wheat to create more demand for U.S. wheat. Adjusting WFC’s focus to meet challenges Hurst Marchant explained that the process of refocusing the WFC began with a basic question: Why was the organization established and how can that original purpose be applied to today’s challenges? “By doing that, revisiting why the WFC was established in the first place and looking at how it has changed over the past 50 – almost 55 years – we can move forward in a way that benefits the industry and fulfills the mission of wheat commissions across the country,” she said. “The fundamental goal remains increasing demand for wheat and improving profitability for farmers, explained. International promotion is already handled by USW, leaving an opportunity for the WFC to sharpen its focus on the domestic market. Domestic wheat consumption has remained relatively flat for two or three decades, while wheat and carbohydrates have increasingly faced criticism from fad diets and other nutrition trends.” “We believe Sheri can help us develop strategies and implement strategies that have an impact.” A more farmer-centered structure When the WFC was created nearly 55 years ago, it was designed to be farmer-focused. Although wheat commissions remain the primary membership base and the organization is supported by grower assessment dollars, the Council historically included bakers, millers and other industry representatives. The board now intends to restore a structure that is farmer-governed and farmer-led, with farmers playing the central role in setting the organization’s direction. “While many valuable parts of the organization will be retained, the foundation of the WFC itself will be enhanced,” said Ron Suppes, a Kansas wheat farmer who has been a part of the WFC for many years, serving as chairman in 2023-24. “The organization is returning to its roots. The intent is to gain prominence as the third leg of the stool making up the wheat industry, along with USW and the National Association of Wheat Growers.” Glazier’s first months will focus heavily on listening and relationship-building. She is expected to visit wheat commissions around the country, meet with farmers and become familiar with the priorities of the various wheat-growing states. Glazier is expected to attend the USW fall board meeting in Albuquerque, New Mexico, providing an early opportunity to connect with leaders from across the industry. “We really see Sheri representing the WFC at meetings with other national organizations who also have similar missions, who are promoting wheat foods,” Hurst Marchant said. Hurst Marchant acknowledged that rebuilding the organization will take time, but said the board believes the WFC is moving in the right direction. The goal is ultimately straightforward: strengthen the connection between wheat farmers and the consumers who buy wheat-based foods while increasing demand for the crop.
Sheri Glazier began her role as Executive Director of the Wheat Foods Council on Aug. 18.

A longtime U.S. Wheat Associates (USW) partner, the Wheat Foods Council (WFC) is taking a new approach to promoting wheat and wheat foods, with a renewed focus on farmers and domestic demand – and a new executive who brings experience from both ends of the food chain.

Sheri Glazier, an Oklahoma wheat farmer who is also a registered dietitian, is the WFC’s new executive director. Her hiring follows more than a year of work by WFC officers to reassess the organization’s mission, structure and role in the wheat industry.

“As a lifelong wheat producer, and with the last 10 years of my career bridging nutrition and agriculture communications, this role brings my entire skillset together,” said Glazier, who started on Aug. 18. “From increasing consumer trust in wheat foods to connecting wheat farmer stories with consumers, I am ready to lead the WFC into its next chapter as a unified national voice for wheat foods. Creating connection ultimately builds trust – between farmers and consumers, between science and application, and between what we grow and why that matters.”

Britany Hurst Marchant, executive director of the Idaho Wheat Commission and chair of the WFC Executive Committee, said the WFC conducted a nationwide search for a new executive director. A five-member search committee representing different wheat-growing regions and classes of U.S. wheat evaluated candidates through two rounds of interviews. Glazier ultimately stood out because of the unusual combination of skills she brings to the position.

“As a wheat farmer, she understands production and the challenges facing growers. As a registered dietitian, she also brings professional expertise in nutrition and the role wheat foods can play in a balanced diet,” Hurst Marchant said.

Glazier’s career has involved connecting agriculture and consumers, including work with agricultural organizations and commodity groups. That experience will be particularly important as the council seeks to address misconceptions about wheat and communicate directly with consumers.

USW is a supporting member of the WFC. While USW focuses on international market development versus domestic U.S. consumption like the WFC, both organizations share a similar goal of promoting the six classes of U.S. wheat to create more demand for U.S. wheat.

Adjusting WFC’s focus to meet challenges

Hurst Marchant explained that the process of refocusing the WFC began with a basic question: Why was the organization established and how can that original purpose be applied to today’s challenges?

“By doing that, revisiting why the WFC was established in the first place and looking at how it has changed over the past 50 – almost 55 years – we can move forward in a way that benefits the industry and fulfills the mission of wheat commissions across the country,” she said. “The fundamental goal remains increasing demand for wheat and improving profitability for farmers, explained. International promotion is already handled by USW, leaving an opportunity for the WFC to sharpen its focus on the domestic market. Domestic wheat consumption has remained relatively flat for two or three decades, while wheat and carbohydrates have increasingly faced criticism from fad diets and other nutrition trends.”

“We believe Sheri can help us develop strategies and implement strategies that have an impact.”

A more farmer-centered structure

When the WFC was created nearly 55 years ago, it was designed to be farmer-focused. Although wheat commissions remain the primary membership base and the organization is supported by grower assessment dollars, the Council historically included bakers, millers and other industry representatives.

The board now intends to restore a structure that is farmer-governed and farmer-led, with farmers playing the central role in setting the organization’s direction.

“While many valuable parts of the organization will be retained, the foundation of the WFC itself will be enhanced,” said Ron Suppes, a Kansas wheat farmer who has been a part of the WFC for many years, serving as chairman in 2023-24. “The organization is returning to its roots. The intent is to gain prominence as the third leg of the stool making up the wheat industry, along with USW and the National Association of Wheat Growers.”

Glazier’s first months will focus heavily on listening and relationship-building. She is expected to visit wheat commissions around the country, meet with farmers and become familiar with the priorities of the various wheat-growing states. Glazier is expected to attend the USW fall board meeting in Albuquerque, New Mexico, providing an early opportunity to connect with leaders from across the industry.

“We really see Sheri representing the WFC at meetings with other national organizations who also have similar missions, who are promoting wheat foods,” Hurst Marchant said.

Hurst Marchant acknowledged that rebuilding the organization will take time, but said the board believes the WFC is moving in the right direction. The goal is ultimately straightforward: strengthen the connection between wheat farmers and the consumers who buy wheat-based foods while increasing demand for the crop.

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