Bend Modifier - Change Y Axis Bend

I have a rectangle and when I use the bend modifier to bend it on the Y axis the bend occurs on the rectangles edge which has the shortest side.

How do I get the Y axis bend to bend on the rectangles longest side i.e. a 90 degree shift.

I tried rotating the object and tried adjusting the pivot by 90 degrees but it has made no difference.

I usually start by putting a number in the bend angle and clicking on each axis one at a time. If I don't get what I'm looking for, I set the bend direction to 90 and repeat until I get what I'm looking for.

You can also manipulate the bend at gizmo level, move rotate etc.

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