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consumer trends CONSIDER Whole Grains On the week of January 13, 2014, the Dietary Guidelines Advisory Committee (DGAC) brought together thought leaders to discuss the newest dietary guidelines to go into effect in 2015, and the impact it will have on consumers and the food industry. The "Grain Chain," an informal name for a grain industry group, defended their right to a fair share of the plate. The nutritional value of grain foods was a key comment before the 2015 DGAC. The Committee heard comments on behalf of the grain industry from Joanne Slavin, RD, PhD, of the Department of Food and Nutrition at the University of Minnesota. She made comments endorsing the extension of the 2010 Dietary Guidelines that recommend Americans consume six servings daily making at least half of all 100% of the original kernel- all of the bran, germ, and endosperm- must be present to qualify as a whole grain. grain foods, whole grain. What is a whole grain? "Whole grains are widely recognized for their health benefits, and Whole grains or foods made from them contain all the essential parts enriched grains offer a unique nutritional package that has proven and naturally-occurring nutrients of the entire grain seed in their orig- to reduce diseases and some birth defects. Both play an important inal proportions. If the grain has been processed (e.g., cracked, crushed, positive role in the American diet," says Slavin, a former 2010 DGAC rolled, extruded, and/or cooked), the food product should deliver the member who testified on behalf of the grain industry coalition group, same rich balance of nutrients that are found in the original grain seed. informally known as the Grain Chain. 100% of the original kernel- all of the bran, germ, and endosperm- must The Grain Chain is an industry collaboration representing 10 orga- be present to qualify as a whole grain. nizations that represent grain producers, millers, bakers and allied manufacturers, including the American Bakers Association (ABA), AIB International, Grain Foods Foundation (GFF), Grains for Health Foundation (GFH), Independent Bakers Association (IBA), National Association of Wheat Growers (NAWG), National Pasta Association (NPA), North American Millers' Association (NAMA), The Wheat Foods Council (WFC), and USA Rice Federation. In addition, based on current scientific research, the Grain Chain emphasized in its statement that: Including a combination of both whole and enriched grain foods improves Americans' intake of fiber, B vitamins, vitamin D and iron. 36% In 2011, the CDC reported fortification of folic acid to enriched grains has resulted in a decrease in neural tube birth defects by 36% in the US making it one of the top 10 health achievements in the first decade of this century. Multiple cross sectional studies have shown that increased whole grain consumption is positively associated with reduced BMI. 24 * MAR + APR 2014 * instore "Whole grains are widely recognized for their health benefits, and enriched grains offer a unique nutritional package that has proven to reduce diseases and some birth defects." Joanne Slavin, RD, PhD, of the Department of Food and Nutrition at the University of Minnesota

Table of Contents for the Digital Edition of instore - March/April 2014

Instore - March/April 2014
Editor's Note - The Thanksgiving Issue
What's in store for Nov. + Dec.
Table of Contents
News - Industry Mourns Loss of Carol Christison
On Our Radar
Trending - Muffins
Trending - Deli Prepared Foods
Regulation - Nutrition Labels
Proposed changes at a glance
Consider Whole Grains
Grab-and-go Growing
The Flavors of a Diverse America
Promoting Value
Connecting to Communities
All You Need is Cheese
Embracing Hispanic Trends
Product Trends - First to Market
Product Showcase/Ad Index
Next Up - Christmas and New Year's

instore - March/April 2014