Feb/March 1998
Wheat Foods Council News
Library
Home
E-Mail
Back
Prairie Grains is the
official publication of
the Minnesota
Association of
Wheat Growers,
North Dakota Grain
Growers Association,
South Dakota Wheat,
Inc., and the
Minnesota Barley
Growers Association.
Eating more grain foods now has an added benefit: These foods can play an important role in reducing the number of infants born with birth defects. As of Jan. 1, 1998, the Food and Drug Administration requires all enriched grain foods - including white bread, flour, pasta and rice - to be fortified with folic acid, making it easier to get the recommended daily intake of 400 micrograms.
In addition to helping prevent birth defects of the brain and spinal cord, folic acid may also help to control the body's level of homocysteine, an amino acid some experts say is as risky at high levels as smoking and perhaps more influential than cholesterol when it comes to heart disease. What's more, preliminary data suggests that folic acid may protect against certain types of cancers, says Judi Adams, a registered dietitian who heads the Wheat Foods Council. Five foods rich in folic acid: breads, ready-to-eat cereals, other grain foods, fruits and vegetables, and beans.
Grains retail logo may boost market share
By working with the grain foods industry to develop a grains logo identification program, the Wheat Foods Council is extending its efforts to increase purchasing behavior of grain-based foods. Based on results from a quantitative simulated study conducted in three cities (Atlanta, Kansas City, and Alameda County, Calif.) a retail logo, with modest educational support, potentially can increase the grain food category's market share by 7.7%. If supported by the entire industry, this program could translate into a $1.79 billion increase in supermarket sales of grain foods. This means an increase of 69 million bushels of wheat and an additional $115 million to wheat producers (an increase of about 12 cents per bushel).
Consumers favored the tagline of the logo, "Harvest the Energy," as energy is highly sought in today's time-pressed world, and harvest has a good connotation that is unique to grains and evokes a "natural" image. Additionally, the triangle design provided a reminder of the Food Guide Pyramid and grains' position as the base of the Pyramid.
Signature breads making waves
Artisan breads - breads of unique shapes and textures, a flavor festival of spices, herbs and fruits (sometimes all in the same roll) - are making waves in the culinary world, according to a report in The New York Times. Bakers and chefs across the nation can't keep up with the demand for these breads. Chefs and bakers alike have jumped at the chance to develop signature styles, shapes and combinations designed to dazzle the customer.
Grains getting positive headlines
The grains processing industry and U.S. wheat producers through the wheat checkoff are investing in a program that's providing great returns: Since 1992, there's been a 94% increase in positive media coverage of bread and grain foods in newspapers and a 49% increase in magazines. The number of Americans who mistakenly believe bread is fattening has dropped 24% and bread consumption has climbed 6.5%. Collectively grain producers, millers, bakers, baking suppliers, and cereal, tortilla and pasta producers share in the investment to develop these and other programs that benefit all portions of the wheat industry. n