The Wheat Foods Council (WFC), funded by wheat farmers, works to increase domestic wheat food consumption by promoting nutritional benefits and educating the public. Partnering with the U.S. Wheat Associates (USW) and involving all players in the wheat value chain—farmers, millers, and bakers—the WFC aims to counteract misperceptions about enriched wheat foods and improve wheat’s reputation amidst low-carb diet trends. WFC encourages the inclusion of wheat foods, aiming to make them a valued staple. This strategy, supported by state wheat checkoff dollars, strengthens the market for U.S. wheat, benefiting farmers by broadening the consumer base and enhancing wheat's image as a nutritious, essential food choice.