Milling & Baking News - January 2, 2007 - 7

E D I T O R I A L

New tack measures success of grain foundation

n a bit of editorial bravado, it does not seem overreach- best read publications and with a new television caming to assert that the debate over the basic thrust of paign looming, the bread industry is getting great bang
America's role in the Iraq war has striking parallels with for its buck already. It is easier to see what could be lost
the way grain-based foods needs to come to grips with the by diluting the bread bakers' message than what could be
future of the Grain Foods Foundation. While many versions gained by reaching further into the grain-based universe.
of how the Iraq conundrum ought to be resolved are heard
While the supermarket program, started with Kroger
almost daily, the main proposals center on "cut and run," Co., to make the bread aisle less of a jungle and more of a
staying in Iraq to build a national government with strength pleasant place to shop, deserves continued backing, it is
to defeat the insurgency and third, seeking support from several other areas that merit the focus of baking execuneighboring countries, including even Syria and Iran, to al- tives. These need stating in terms easy to measure and
low a lessening of American military and financial involve- by which success will be determined.
ment. As 2007 begins, many grain-based foods executives
probably will be taking a new and hard look at their sup- Pervasive myths about white bread
The foundation ought to be directed to work tirelessly to
port of the Grain Foods Foundation, facing decisions that
fall into a similar alignment. After all, the initial three-year eradicate the factually incorrect perceptions of grain-based
commitments many companies made to the foundation are foods that have been pervasive among health professionwinding down. Like in the Iraq situation, the best outcome als for decades. Already an area receiving much attention
for the Grain Foods Foundation may be to hone in on new from the foundation, nothing could be more basic or important for the future success of the industry. While anyone
and worthwhile as well as achievable objectives.
In the post-Atkins world, a few voices have been heard without their head totally in the sand has encountered missuggesting the work of the foundation is no longer need- statements about grain-based foods, a few examples offer
context, including a feature
ed, paralleling "cut and
story appearing recently on
run." That would be a terthe home page of the popurible mistake and is a diPercentage of vitamins, minerals
lar Internet site, Yahoo!
rection strongly opposed
contributed by grains
Written by S. Brent
by thoughtful leadership.
Thiamin
60%
Ridge, a doctor from Mt.
More than a few others
Sinai Hospital in New
propose the principal obSelenium
40%
York, the story, "Midjective of the foundation
Riboflavin
40%
night Snacks for the Inin the next several years
Niacin
46%
somniac," seeks to anshould be raising conswer the question, "What
sumption of bread and
Magnesium
23%
foods may be eaten late at
other grain-based foods.
Iron
54%
night without interfering
As more than one indusFolate
with sleep?" Several of
try executive has stated
38%
Dr. Ridge's warnings are
it, "We need to see the
Copper
23%
nearly universally known
needle move."
Note: Grain-based foods are the leading source of these eight micronutrients.
- stay away from coffee
The attraction of such
Source: U.S. Department of Agriculture
and other caffeinated
an objective is easily understood. For one thing, it's measurable, and after all, in- beverages. Good choices to induce sleep include milk
creasing consumption - not too different from a peaceful and other dairy products. Yet, like so many stories on
and moderate Middle East - is the ultimate objective. nutrition, Dr. Ridge is unable to resist taking a potshot
Slightly different is the promising pilot program in place at white bread. Second on his list of sleep-inducing
in which the foundation partners with retailers to spruce foods after milk is the following:
"Complex carbohydrates like beans, nuts, seeds,
up the supermarket bread aisle to attract consumers. The
"moving the needle" objective also reflects the industry's sweet potatoes, apples, pears and berries can also help
determination to avoid the experience of other industries, increase serotonin levels. Watch out for simple carbs like
like dairy that spent larger sums of money without seeing rice, pasta and white bread. The impact these have on
blood sugar can disturb the sleep cycle."
any growth in demand.
Dr. Ridge is hardly the only doctor who has conAs alluring as this "moving the needle" objective may
be, it has serious flaws. The forces driving grain-based fusedly called grain-based foods, including white bread,
foods consumption are complex and extraordinarily simple carbohydrates when they are complex carbohypowerful. An upswing in consumption could occur ab- drates, while calling fruits complex carbohydrates when
sent an effective Grain Foods Foundation program, and they are simple carbohydrates. Misrepresentations of
grain-based foods, many far harsher than Dr. Ridge's,
the converse is equally true.
are ubiquitous on the Internet, on television, in print meHeeding Washington's words of farewell
dia and in everyday conversation.
As far as reaching out to allies, this journal would be
Consider, for instance, a recent Google search for the
the last to liken the breakfast cereal and pasta businesses term "empty calorie." The first listing generated is from
to Iran and Syria (though the scales are about right), but Wikipedia, the popular on-line encyclopedia. "Empty
the Grain Foods Foundation certainly ought to think long calories, in casual dietary terminology, are calories presand hard about "foreign entanglements" before moving ent in high-energy foods with poor nutritional profiles."
beyond its core and powerfully clear focus on bread. With Offering examples, of "foods containing mostly empty
March of Dimes partnered ads prominently and dramati- calories," white bread and other products of white flour
Continued on Page 10
cally placed in USA Today, Time and a host of the nation's
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Milling & Baking News - January 2, 2007

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