Wheat Foods Council

Promoting Grain Consumption

North Dakota Wheat Commission County Representative Annual Meeting – December 19, 2007

Objectives

Consumption trendsHealth ClaimsWheat Foods Council Activities

Balancing Whole Grain and Enriched

Whole Wheat Whole Grain Multi-grain Enriched Refined White Wheat

Where’s the Wheat?

Where we are…

Attitudes– Whole Grains and Fiber in 3/6 – Whole Grain consumption – 71% trying for more– Important to add WG to diet- 75%– Are eating more -33%

Potential Barriers– Taste not as much as thought

Where we should be…

9 out of 10 Americans not getting the recommended 3 servings whole grains daily

Product Launches

0

500

1000

1500

2000

2500

2000 2002 2004 2006 2008

Whole Grain Flour Production

0

100000

200000

300000

400000

500000

600000

700000

800000

900000

2002 2003 2004 2005 2006 2007

Whole Grain Health Claims

Whole Grain research provides compelling evidence

2005 Dietary Guideline recommendation of “at least half from whole”

Recent Research

Asthma Diabetes Blood Pressure Gum Disease Weight Management Cancer CVD Inflammation

Health Claims

Whole grain, low fat Whole grain, moderate

fat Cereal fiber, beta glucan

Whole grain, low-fat

“ Diets rich in whole grain foods and other plant foods and low in total fat*, saturated fat* and cholesterol* may reduce the risk of heart disease and some cancers.” (1999)

Qualifying Products – whole grain = bran, endosperm, germ in same proportion as naturally occurring grain; 51% whole grain by weight

* Low fat = < 3g/svg; low saturated fat = <1g/svg; low cholesterol = < 20mg/svg

Whole grain, moderate fat

“Diets rich in whole grain foods and other plant foods, and low in saturated fat and cholesterol, may help reduce the risk of heart disease.” (2003)

Qualifying products – whole grain contains bran, germ and endosperm in the same proportion as naturally occurring in grain; 51% whole grain by total weight.

Cereal Fiber/ Beta Glucan

Soluble fiber from foods such as __ as part of a diet low in saturated fat and cholesterol may reduce risk of heard disease. Beta glucan, soluble fiber from oat bran, rolled oats and whole oat fiber. Oat bran must provide at least 5.5 beta glucan soluble fiber, rolled oats 4% beta glucan soluble fiber and whole oat flour must contain at least 4% beta glucan soluble fiber or psyllium husk of purity of no less than 95%. (Later amended to include oatrim and barley as a source of soluble fiber.

Health Claim Limitations

Some foods qualify more easily than others– 51% whole grain by total weight of

ingredients– High moisture; lots of heavy non-grain

ingredients Some grains qualify more easily than others

– 11% or more fiber– Fiber levels vary between grains

Brown rice = 3.5% fiberCornmeal = 7.3% fiber

51% of WHAT??

FDA = 51% of total weight of ingredients must be whole grain for FDA whole grain claim

USDA = 51% of weight of all grain ingredients must be whole grain for USDA programs

Serving Sizes Vary…

Product

FDA (RACC) USDA (DG)

Bread 50g (~2sl) 1 slice (~28g)

Cereal (RTE) 15-55g 1 cup

Hot Cereal 1 cup ½ cup

Pasta (unkd) 2 ounces 1 ounce

Rice 45g 28g

Dietary Guidelines (USDA/HHS) use different definition of grain serving than FDA

New Materials – Special Funding

Coming in 2008…

Glycemic Index White Paper

Idaho Wheat Commission

Minnesota Wheat Commission

Research Initiatives

Support research project at UVA looking at high CHO /high fiber diet vs. low CHO

Other pertinent research

Collaborations

Media Promotions

35th Anniversary Celebration

Pasta Promotion

Thank you!!!