Summary
The Atkins diet, and the subsequent low-carb craze, slowed the nation's consumption of grains -- but the popularity of whole-grain foods seems to be changing that. The interest is spurred on by the Whole Grains Council's stamp, which shows which foods have whole grains. Some consumers are reluctant to go back to carbohydrates, even in the waning days of the low-carb craze, but Whole Grains Council representatives feel whole grains is a path they can follow and remain healthy. Cynthia Harriman of the Whole Grains Council says the increase in grains consumption is just anecdotal right now, and is not supported by hard data.
Original source:
http://farmweek.ilfb.org/viewdocument.asp?did=7966&drvid=105&r=0.6964685
Details
- Whole grains are pumping new life into grain consumption, which slumped during an Atkins/low-carb diet trend.
- "Whole grains is a fast growing trend," said Kim Hamilton, international marketing specialist with the Illinois Department of Agriculture.
- It's a trend that suits Rubschlager Baking Corp., Chicago, which has baked whole-grain breads for years, said Joan Rubschlager, the company's secretary-treasurer.
- Rubschlager distributed product samples at the recent Food Marketing Institute (FMI) supermarket show in Chicago.
- Rubschlager breads appeared in a recent whole-grain story on "The Oprah Winfrey Show."
- Interest and attention to whole-grain products are being spurred by the Whole Grains Council that developed a stamp delineating whole-grain products.
- "We think what we're doing is bringing greater awareness of whole grains," said Cynthia Harriman of the Whole Grains Council.
- The council's membership has quadrupled since last year, from 17 to 68.
- Members range from manufacturers to grower groups.
- Now, in the waning days of the low-carb mania, consumers are somewhat reluctant to eat foods higher in carbohydrates, Harriman explained.
- However, they will consider eating whole-grain foods and may "go back to grains through the whole-grains group," she added.
- The new whole-grain stamp will appear on many product packages in mid- to late summer as companies switch over to new labels, Harriman explained.
- Companies planning to use the whole-grain stamp include General Mills and Kellogg, as well as Rubschlager.
- To date, manufacturers have anecdotal evidence --- but not hard data --- that consumption of whole-grain products is up, according to Harriman.
- She wasn't sure whether the whole-grain stamp has helped boost consumption, but said the recently announced new USDA dietary guidelines are making a difference.
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