When: December 18 – 24
What: The month of December is typically heavy on the baking. People in the holiday spirit bust out their baking supplies and get to it, making cakes, breads, cookies and treats galore. In recent years, with a rush of celiac disease diagnoses, the baking field has made some accommodations. Using different products and ingredients, those with a celiac intolerance can now partake in the holiday goodies. In December, celebrate Gluten-Free Baking Week.
Background: According to the National Foundation for Celiac Awareness, 95 percent of people with celiac disease, also known as gluten intolerance, are undiagnosed or misdiagnosed with other conditions. Gluten, the culprit, can be found in wheat, barley, rye and malts. Gluten-Free Baking Week started as a celebration of gluten-free baking. During the month of December, people can experiment with baking and modify treats to be gluten-free.
Story Pitch: A wide variety of groups and companies can promote Gluten-Free Baking Week in December. Producers of bakeware merchandise can encourage their customers to get creative and test out gluten-free recipes, while also promoting a gluten-free lifestyle by offering lessons on how to prepare goodies and treats, gluten-free. Local bakeries can offer advice on how to bake gluten-free while still keeping the same great tastes and flavors. Offering a variety of gluten-free options to clients is also a good idea. Dietary awareness groups may also come forward during the month, emphasizing alternatives to traditional baking. By providing how-to advice on baking with alternative products, producers of gluten-free goods are also able to take advantage of the month. Grocery retailers can also take advantage during this time by promoting gluten-free products, which are increasingly becoming more common.
Story Hook: The National Foundation for Celiac Awareness reports that the average person waits six to 10 years before being properly diagnosed with celiac disease. During that time, a person can experience any number of uncomfortable symptoms, from fatigue to depression. What are some ways to manage celiac disease? Is there a cure for the disease? Consider the following when making your pitch:
- What types of baking products are available to those with gluten intolerances?
- How can a person manage their celiac disease without sacrificing flavor?
- How can a person prepare for a gluten-free holiday?
- What gluten-free baking products are available?
Tips: Be sure to provide contact information for health care professionals who can discuss the impact of celiac disease. In addition, provide contact information for someone who is living with and managing their celiac disease.
Resources:
Bread Bakers Guild of America
(707) 935-1468
info(at)bbga.org
www.bbga.org
Celiac Disease Foundation
(818) 990-2354
www.celiac.org
Celiac Disease Resource Inc.
(518) 461-7065
upstateceliac(at)yahoo.com
www.celiacresource.org
National Foundation for Celiac Awareness
(215) 325-1306
info(at)celiaccentral.org
www.celiaccentral.org
–Researched, compiled & written by Kimberly Cooper
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