Promoting greater grains consumption through the Wheat Checkoff

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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.

Results indicate that consumers are confused by the plethora of nutrition information in the news and on bookstands. Further, that fad diets and misleading nutrition advice have consumers cutting out foods they need the most, like grains. Some of the findings:

• More than half of consumers (52%) said they have dieted to lose weight. Of those dieting, many tend to cut back on key foods.
• Most alarming was that those who completely eliminate some foods when dieting are likely to eliminate grain foods — the foundation of the Food Guide Pyramid.
• In fact, grain foods, such as bread and pasta, were eliminated as often (28%) from the diet as fats (24%), and more often than salty snacks (15%) and meats (15%).
• Ironically, familiarity of the Pyramid increased to 75%, up 25% since 1996.
• Further, 86% of dieters polled agree that the Food Guide Pyramid is the basis of a sensible, healthful eating plan. Yet, their actions suggest otherwise: 40% of those same dieters admit to having tried a high-protein, low-carbohydrate diet.
• Adding to the irony: 59% agreed that enriched white bread contains essential vitamins and minerals; 84% said that grain foods provide energy.

Fad diets may fail, lead to health trouble
"You’re setting yourself up for failure — and potential heart trouble — when you cut out grain foods before fats to lose weight," says Applegate. "Unfortunately, in the search for quick weight loss, consumers become confused on how to achieve a healthy and balanced lifestyle."

Applegate says people need to realize that fad diets that eliminate food groups may lead to serious side effects and long-term health consequences, including coronary heart disease. "The simple truth is that fad diets and quick fixes don’t work in the long haul," she says.

Indeed, according to the Gallup results, of those who most recently followed a high-protein, low-carbohydrate diet, nearly 40% gained some, all or more weight back. This contrasts sharply with only 15% who gained some, all or more weight back when following a diet based on the Food Guide Pyramid.

Are promises of quick weight loss based on sound nutrition principles? Not according to American Dietetic Association President Ann Coulston, M.S., R.D. "These diet plans aren’t a healthful eating plan for life-long wellness. High-protein diets do not build muscle and burn fat as some people think. What these diet books fail to point out is that the real reason people are losing weight is that they are simply eating fewer calories," Coulston explained.

Media attendees at the WFC press conference on the Gallup survey included: Fox News Channel, Washington Times, Voice of America, Nutrition Week, Knight Ridder, Chicago Tribune, Xinhua News Agency, M.A.P. News Agency, Scripps Howard, Sonham News, Hearst Newspapers, Minneapolis Star Tribune and Reuters. Various industry organizations from the D.C. area also attended the conference.

In addition, approximately 2,000 top print media across the country received the media kit with survey findings and news releases. Further, television news stations in the top 75 markets nationwide had the opportunity to download a Gallup-results video news release via a satellite feed.

Grains logo goes retail in Memphis

The grains retail logo (at left) has been launched! As of March 15, consumers in Memphis have a useful tool to help them select nutritious grain foods at the point-of-purchase. To announce the limited launch of the "Grains: Harvest the Energy!" grains logo, a media kit was distributed to television, newspaper and radio reporters in the Memphis area. Also, a 60-second "Get Energized" public service announcement was produced with co-sponsorship from the Memphis Dietetic Association. Launch success is attributed to the help and cooperation of Kroger’s. Awareness and effectiveness of the logo on consumers will be measured.

Media postcards give rise to bread
The nation’s 306 food editors at top newspapers and magazines nationwide received basic nutrition messages via bread postcards. Distributed in March, the "Enjoy More Bread for a Happy and Healthy Life" postcards touted the Food Guide Pyramid recommendations to consume 6 to 11 servings daily of bread, rolls and other grain foods. Third in a series, the postcards included a bread-based recipe titled Pizza Fun Buns. The mailing was part of the Council and ABA program.