World Grain - September 2008 - 42

FEATURE: WHOLE GRAINS CAMPAIGN MARCHES ON

U.S. Whole Wheat Flour Production
Figures derived from a survey of U.S. mills, which account
for roughly 92% of flour milling capacity in the U.S.
Year ending
May 31, 2003
May 31, 2004
May 31, 2005
May 31, 2006
May 31, 2007

Cwts of whole wheat flour
7,133,000
8,559,600
9,844,000
12,510,000
15,188,000

Increase over previous year
10%
21%
26%
21%

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Source: Milling & Baking News

Harriman noted that the whole grain
foods are not as prevalent in diets of
some other countries in that region, but
she believes that will change. "I think
the biggest increase is still to come in
Europe," she said.
In addition to Britain, the Dominican
Republic supermarket chain Bravo began placing the Whole Grain Council
Stamp on their products, and five com-

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According to Health Grain, a number
of surveys have shown that people
with higher income and education levels in the U.S. and U.K. consume more
whole grain products, which tend to
cost more than other types of grainbased products. But that may not be
the case in countries in the Eastern
Hemisphere.

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"We focused on the successful marketing efforts made for
whole grains in the U.S. and how this can be done in Europe."
- Cynthia Harriman, Whole Grains Council

panies in Mexico have also recently
agreed to place the stamp on products
that qualify as "whole grain."
Increasing the awareness and consumption of whole grains on the international level was one of the primary
focuses of the WGC's "Just Ask for
Whole Grains" conference in Kansas City, Missouri, U.S., in November
2007. The event included an international workshop in which leaders from
countries such as Canada, Denmark,
Japan, Germany and Australia traded
ideas about whole grains education and
promotion.
Shortly thereafter, year-long discussions between the WGC and Canadian
regulatory officials led to launching the
Whole Grains Stamp in Canada.
From a global standpoint, Harriman said it remains to be seen how the
growing economies in heavily populated countries such as China and India

"It's a double-edged sword, because
the people in those developing countries are also starting to develop more
of a western diet," said Harriman, referring to the tendency of people in the
Western Hemisphere to eat more red
meat and fried food.
WHOLE GRAINS DEBATE
The criteria for what qualifies a
product as "whole grain" has been
vigorously debated in recent years.
But the most iron-clad definition is the
U.S. Food and Drug Administration's
(FDA), which states that at least 51%
of the total weight of the product must
be whole grain.
In the U.S., foods that meet this requirement (and meet a few other nutrient requirements) are allowed to carry
the statement: "Diets rich in whole grain
foods and other plant foods and low in
total fat, saturated fat and cholesterol

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