That's not a typo. Researchers in Italy have developed a ground-breaking, natural way to render ordinary wheat gluten free using a traditional sourdough fermentation process. And they've already conducted human trials showing that people with celiac disease have 100% tolerance for baked goods made with this legally gluten-free wheat.

Researcher Marco Gobbetti will explain it all, at our upcoming conference November 9-11 in Boston. Titled Whole Grains: Breaking Barriers, this Oldways / WGC conference will also feature other hot topics that are affecting sales of grain products. Is modern wheat unhealthy? Why is celiac disease on the rise? What defines a healthy carb? How are consumer attitudes to whole grains changing? What are supermarkets and convenience stores doing to promote whole grains? Which whole grain marketing strategies work best?

Here are five good reasons why you should attend this conference: 

1. Media connections -- mingle with our top corps of national media, and make them aware of your products
2. Marketing savvy -- put your finger on the pulse of the whole grain consumer
3. Networking opportunities -- trade ideas with other marketeers, product developers, and health experts
4. Convenience -- Sunday eve to Tuesday noon schedule gets you back in the office quickly
5. Value -- The first registration from each WGC company is free, and extra people save $300 off the standard rate.

Register today, while there are still spaces and discounted hotel rooms available. All conference sessions (and discounted rooms) are at the Hyatt Boston Harbor, convenient to Boston's Logan Airport.

A big thanks to our conference sponsors: Bob's Red Mill, Arnold/Brownberry/Oroweat, King Arthur Flour (Event Sponsors); Barbara's Bakery/Weetabix, Bay State Milling, Dunkin' Brands, General Mills, Grain Millers, International Pasta Organisation, Nature's Own, Quaker/Frito-Lay, Riviana, Uncle Ben's (Benefactor Sponsors); To Your Health Sprouted Flour, Mestemacher/Carl Brandt, HomeFree (Supporters). Deadline for additional sponsors is September 15.