Baking & Snack - April 2005 - 22

NEWSFRONT
Survey shows low awareness
of dietary guidelines
Research conducted by Opinions Dynamics
Corp., Cambridge, MA, found that while
22% of consumers are somewhat
familiar with the recently
released "Dietary Guidelines
for Americans 2005," only
9% of the public is very
familiar with them.
The findings also highlighted a
willingness among respondents to
change their eating habits based
on the advice presented in the
guidelines. The survey found
that 10% of consumers said they
would likely change their eating habits as a
result of the new guidelines, regardless of
their current level of awareness. Of the 9%
of consumers who are already very familiar
with the new guidelines, 40% said they are
very likely to change their eating habits,

while 22% said they are somewhat likely to
change their eating habits.
Demographically, 13% of women said
they are very likely to change their
eating habits, compared with
only 7% of men. High-income
individuals, who are more
likely to be familiar with
the new guidelines, are less
likely than other consumers
to say they will change their
eating habits as a result.
In addition, the survey
revealed that women are
more likely to be very familiar with the
guidelines than men.
The national telephone survey of 900
consumers was conducted during the week
of Jan. 24, and the results are statistically
valid within a ±3.3% margin of error.

CSM to merge BakeMark operations
CSM NV, Diemen, The Netherlands, will
restructure its North American distribution activities in bakery ingredients. Under
the plan, four BakeMark East distribution
centers in the eastern United States - in
Buffalo and Saratoga, NY; St Louis, MO;
and New Orleans, LA, - will be divested,
and the head office of BakeMark East in
Schaumburg, IL, will be closed.
The remaining activities of BakeMark East
will be merged with BakeMark West, operating under the name of BakeMark USA beginning in mid-May 2005, CSM officials said.
The restructuring will lead to significant cost
savings. Moreover, the national orientation of
BakeMark USA will result in an improved and
more efficient approach to the market.
This move is part of CSM's strategy to improve its profitability through restructuring,
divestment and growth, and one element of
the strategy is a zero-tolerance approach to
loss-making activities, the officials said. The
BakeMark actions are in line with earlier announcements regarding the reinforcement
of CSM's strategic core activities in bakery
products and food ingredients.
The restructuring affects 148 jobs. The

24 / BAKING & SNACK / April 2005

divestment of the unprofitable distribution
centers will lead to a reduction of around
€60 million (US$78.63 million) in turnover
and a marked improvement in profitability,
company officials said.
CSM will form a provision of €5 million
(US$6.5 million) charged to its 2005 results
for the expected costs of restructuring, company officials said.
CSM is transforming into a global bakery
supplies and food ingredients company,
the officials noted. CSM's main product
groups after the intended divestment of its
sugar confectionery activities will be bakery
ingredients and products, lactic acid and
derivatives, and sugar. With these activities,
CSM will have an annual turnover of €2.8
billion (US$3.7 billion) and a workforce of
approximately 9,500.
CSM operates in Europe, the United States,
Canada, Brazil and Asia. CSM Bakery Supplies
North America is the leading manufacturer
and supplier of bakery ingredients and products in the North American market. These
products include functional ingredients, bakery mixes, fruit and cream fillings, couvertures,
and frozen batters, cakes and dough.

ABA Convention
features all-star lineup
The American Bakers Association, Washington, DC, featured a lineup of noteworthy speakers at its annual convention, March
20-23 at the Ritz-Carlton Orlando, Grande
Lakes Resort, Orlando, FL.
Former Secretary of Homeland Security
Tom Ridge was the keynote speaker at the
Allied Trades of the Baking Industry (ATBI)
breakfast on Monday, March 21. "ABA is
thrilled and deeply honored to have a man
of Tom Ridge's stature
and integrity headline the ABA Annual
Convention," said ABA
chairman Gary Prince,
Weston Foods,
Horsham, PA.
Georgia Senator
Zell Miller spoke at the American Bakers
PAC dinner at the Isleworth Country Club in
Windemere, FL, on Monday, March 21. Also
on Monday, US Surgeon General Richard
Carmona addressed ABA members during
a barbecue luncheon. Representative Adam
Putnam of Florida spoke at the ABA Board of
Directors meeting, Sunday, March 20.
Other highlights of the convention were an
address from Richard Teerlink, former Harley-Davidson chairman, during the general
session on Monday, March 21; an interactive
presentation given by ABA committee representatives to review challenges and discuss
emerging trends; and an update on the Grains
for LIFE media campaign from Judi Adams,
president of the Grain Foods Foundation.

Flavors of North
America announces
name change
Flavors of North America, Carol Stream, IL, is
changing its name to FONA International Inc.
The new name, which became official
April 15, reflects FONA's growth in the
international market. With offices in the
United States, Canada, Mexico and the
United Kingdom, as well as product distribution around the world, company officials
said FONA has established itself as a true
international player in the flavor industry.

Baking & Snack - April 2005

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