Milling & Baking News - November 15, 2005 - 15

E D U C A T I O N

Grain Foods Foundation effort
celebrates toaster centennial
DENVER - The Grain Foods Foundation is launching a campaign to remind
consumers about the pleasures of
bread and toast as part of "National
Bread Month" in November and the
100th anniversary of the invention of
the electric toaster.
Campaign elements include retail
point-of-purchase materials in 1,800
Kroger stores nationwide, a nationwide
broadcast interview tour with cookbook
author Ted Allen and research on how
Americans eat toast.
Earlier this year, Kroger became the
first major retail chain to partner with
the foundation in a consumer promotion aimed at promoting the healthfulness of bread and rolls.
The toast campaign represents the
Grain Foods Foundation's latest effort
to counter years of bread bashing with
the group's message that grain-based
foods are tasty, healthful and fun.
More than 75 million Americans eat
toast every day, according to the foundation. About 12 million toasters are sold

As part of its toast promotion, the Grain
Foods Foundation consulted with Eric Norcross, creator and curator of the Toaster
Museum Foundation. Mr. Norcross has
more than 600 toasters in his collection,
including this Sweetheart toaster from the
1920s. It used swinging doors activated
by a side button to flip the toast around.

A N D

annually, according to Consumer Reports.
"Toast is one of those perfect foods
that will never go out of style," said Judi
Adams, president of the G.F.F.. "Warm,
crunchy and golden brown, toast is delicious, inexpensive, easy to make and a
low-fat, low-calorie source of grains."
The foundation recently commissioned a study on toast conducted
by Harris Interactive. It showed toast
ranked third, behind cereal and eggs,
as the most popular breakfast item in
the country.
Butter or margarine, enjoyed by 84% of
consumers in the study, was ranked the
most popular topping on toast. Jam or
jelly was second at 62% and peanut butter was third at 29%. Traditional white
and wheat bread is most popular among
consumers who make toast. Younger
adults prefer white bread (55%).
The Harris study also probed consumers about how toast stacks up
versus several of life's other pleasures.
One in 10 respondents said they "would
rather eat toast in the morning than
have sex." Another 52% indicated they
prefer toast in the morning over candy,
38% prefer toast to chocolate and 29%
prefer toast to a bubble bath. MBN

H.H.S. unveils 'A Healthier You'
book based on Dietary Guidelines
WASHINGTON - The U.S. Department of
Health and Human Services has published
"A Healthier You," a new book based on
the Dietary Guidelines for Americans 2005
that gives consumers simple steps for
healthy living, drawn from the sciencebased nutrition and physical activity advice of the 2005 edition of the guidelines.
"'A Healthier You' is about healthy
lifestyles and common sense ideas to help
us improve our health one step at a time,"
said Michael Leavitt, secretary of the
H.H.S. "It's important information to share
with the people you care about."
To make the advice easier to find, the new
book will be offered in places where people
usually look for diet and exercise books,
including retail bookstores, the H.H.S. said.

The book also will be available on-line at
www.healthierus.gov/dietaryguidelines
and in bookstores in November.
"A Healthier You" was written based on
research into what consumers have said
they want to know, the H.H.S. said, and
includes healthy eating plans with nearly
100 recipes, ideas on how to use food labels, fun tips on physical activity, helpful
web sites, practical advice to help people
get through the day, and reproducible
worksheets to help track progress.
The new book also includes the complete
Dietary Guidelines for Americans, which
is based on research reviewed by many of
America's leading scientific specialists in
nutrition and physical activity. "A Healthier
You" is the latest addition to a family of

BEMA, W.F.C. team up to push nutritional
literature to doctors, media
DENVER - The Baking Equipment
Manufacturing Association (BEMA) and
the Wheat Foods Council have partnered
to promote nutrition education materials
that give advice on making healthy food
choices, specifically focusing on the importance of grain-based foods.
bakingbusiness.com / world-grain.com

R E S E A R C H

The Wheat Foods Council created the materials, which take a practical approach to
the Dietary Guidelines for Americans 2005
and MyPyramid. The materials will be sent
to physicians, dietitians and the media.
"Together with the Wheat Foods Council,
we are providing tools that will enable pro-

products that the department is developing based on the Dietary Guidelines. Other
products coming in November include a
health professional toolkit and a brochure
targeted to older adults. Other populationspecific materials are to follow.
"It's great to develop healthy habits, and
it's never too late to start," Mr. Leavitt said.
"We know even small steps can make a big
difference and lead to a more rewarding life."
Mr. Leavitt unveiled the new book at a
Washington luncheon for the Third Annual
Innovation in Prevention Awards, part of
the National Prevention Summit, which
highlights health promotion and prevention
of chronic disease. The awards were created
as part of President Bush's HealthierUS
initiative and the H.H.S.' continuing focus
on preventing chronic disease and improving Americans' lives. The awards highlight
businesses and organizations that are leading efforts to promote healthier lifestyles. MBN

fessionals to more easily communicate the
new guidelines to the public," said Kerwin
Brown, president of BEMA.
Health professionals will receive an
updated chapter for the "It's the Calories,
not the Carbs" book and a PowerPoint presentation that contains nutrition messages.
Cover letters from Marcia Scheideman,
W.F.C. president, will be sent to health professionals, educators and physicians with
supporting fact sheets. MBN
Milling & Baking News, November 15, 2005 / 15

http://www.healthierus.gov/dietaryguidelines http://www.bakingbusiness.com http://www.world-grain.com

Milling & Baking News - November 15, 2005

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