- Organisation
- Wheat Products Promotion Society (WPPS)
- Location
- Goa, India
The Wheat Products Promotion Society convened its International Wheat Seminar at Goa — one of the national and international wheat seminars the society has organised for the last 29 years. WPPS exists to promote larger wheat consumption and to represent the growers, traders, millers and bakers behind it.
The brief
The conference had to communicate that wheat and wheat products can be a source of income in many ways. The wheat system runs from science and research, through cultivation and every aspect of farm practice, to post-harvest movement, storage and trade, then processing, production and marketing of food ready for consumption — and it feeds the baking industry at the far end of the chain. Global wheat production and trade were the seminar's headline subjects.
The sector's stakes
A large number of Indian households depend on wheat cultivation for their livelihood, and changing food habits in a growing economy had brought the quality of wheat — for food and nutritional security — into focus. The seminar's work was to open an environment where the local and global pressures on this community could be discussed; for 29 years the society has run these seminars to connect the market with the industry and surface the shortcomings the market can then fix.
Media work
Our methodology was built to give the society's work maximum visibility:
- Society's own story. Highlight WPPS's efforts and endeavour to promote wheat growers, and project the society as the friend of the farmer and cultivator.
- Industry collaboration. Show how the society interacts with the rest of the industry and collaborates with those who benefit directly from better-quality wheat production anywhere in the world.
- Pre-event briefing. The seminar opened with a session on wheat and baking — a combination invitees accepted well — and media were briefed before the event so they arrived knowing the programme's new highlights and ready to report them.
Coverage and outcomes
The invitees responded with good attendance and visible excitement through the sessions.
Discussion of wheat's wider role — including its connection to the baking sector — carried the seminar's argument beyond the room.
Media responded favourably and wrote in support of WPPS and the seminar's purpose, which is the measure an industry body's press programme is judged by.
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