WOYM - The Woman Who Taught Kansas About Bread

Wheat's On Your Mind

Cindy Falk has spent 40 years helping Kansas Wheat connect with consumers through recipes, baking demonstrations, nutrition education, and the beloved Kansas Wheat recipe booklet tradition. In this episode, host Aaron Harries chats with Cindy about her upbringing on a Kansas farm, the “Speak for Wheat” spokesperson program she helped grow, and the behind-the-scenes work of answering baking questions (and busting myths) with a calm, science-first approach. You’ll also hear how the Kansas Festival of Breads evolved into the National Festival of Breads, turning home bakers into wheat ambassadors through harvest tours, mill visits, and live baking events. As Cindy steps into retirement, she shares what she’ll miss, what she hopes to do next, and leaves listeners with a simple truth that sums up her career: “Bread is the stuff of life.” Top 10 takeaways Cindy’s career started with a single phone call in 1985—and turned into 40 years of consumer-facing wheat education. The “Speak for Wheat” program became a major network of trained ambassadors, many rooted in farming and Extension-style education. Kansas Wheat’s consumer work isn’t fluff—it’s a strategic use of checkoff dollars to build demand and trust. Fad diets come in waves; Cindy’s approach was consistent: respond with science, not shouting. The recipe booklet tradition is a powerful “leave-behind” tool that keeps Kansas wheat in home kitchens year after year. The Festival of Breads didn’t just crown winners—it created ambassadors through hands-on wheat-to-flour experiences. Meeting farmers matters: consumers at fairs and events want direct conversations with the people growing the crop. School nutrition is a key battleground for grain education—whole grains and practical recipes help change menus. Technology can help the mission: bread machines made baking approachable and boosted flour usage. Cindy’s legacy is bigger than recipes—she helped protect the reputation of wheat foods during the toughest perception cycles. Timestamped Rundown 00:01–01:20 — Aaron Harries opens the show, introduces guest Cindy Falk and her 40-year Kansas Wheat career. 01:20–03:16 — Cindy’s upbringing near Laclede, Kansas, farm life, and where her love of baking began. 03:16–03:49 — Family today and travel (including lots of miles to see grandkids). 03:58–05:48 — The 1985 phone call that changed everything: joining “Speak for Wheat,” growth of the spokesperson program, and who those spokespersons are. 06:00–07:07 — Early demos (Kansas State Fair “Neat Wheat Treats”), audiences served, and the “all of the above” message: production + baking + nutrition. 07:11–10:09 — Wheat Foods Council involvement and why domestic marketing matters; emphasizing science-based communication. 10:25–12:20 — Festival of Breads origins in Kansas, commissioners pushing for a national contest, and what made it unique. 12:36–15:16 — The “big years”: hundreds of entries, testing in the kitchen, harvest tours, mill/elevator stops, and large public events (thousands attending). 15:16–16:58 — Kansas State Fair booth strategy: consumers want to talk directly to wheat farmers. 16:58–19:37 — Diet trends through the decades: low-fat era, anti-carb, gluten concerns; responding with facts and research. 18:30–19:25 — School foodservice work and whole grains; outreach tools (including gluten messaging). 19:51–20:30 — The Kansas Wheat recipe booklets: long-running tradition and wide distribution. 21:00–23:01 — Bread machines arrive; Cindy becomes the go-to resource; flour sales benefit. 23:25–24:51 — What she’ll miss: people, organizations, tours, the test kitchen, food styling/photography, international visitors. 24:51–26:12 — Retirement plans: grandkids, community teaching, preservation, travel—and closing line: “Bread is the stuff of life.” Kansas Wheat WheatsOnYorMind.com