Nutrition certainly has made its way to the forefront of consumer consciousness. March is National Nutrition Month, promoting mainstream news media to address food-related topics, such as portion size, obesity, fad diets, super foods and product labeling. Americans crave the latest information about organic products, antioxidants, weight loss, whole grain and healthful convenience food items, and while consumers’ healthful-eating intentions are laudable, confusion about nutrition science pertaining to bakery foods persists. 

 

Eighty-two million American mothers control $1.3 billion in household purchases, but often struggle to understand the recommendations and suggestions of nutrition experts and government organizations.

 

Because many mothers purchase bakery products on behalf of their households, they influence the eating habits of their families and, most importantly, their children. With childhood obesity increasing, providing factual nutrition information and nutrient-rich foods is a must. Education, convenience, access and innovation are key to making wise and well-informed purchases. At the heart of the baking industry are grain-based products.

 

The USDA Dietary Guidelines have done a commendable job of getting consumers to embrace grains in a post-Atkins climate. With the recommendation to “get half your grains from whole grain” came a proliferation of new, innovative and great-tasting whole grain products. From whole grain versions of children’s cereals to whole wheat pizza crust, consumers no longer are faced with the problem of finding clearly-labeled, kid-approved whole grain foods.

 

Education, of course, is key to empowering consumers to make smart food choices. The Wheat Foods Council educates consumers through an ongoing “Mom, the Everyday Athlete” campaign. This successful nutritional education initiative provides mothers with free resources that teach the health benefits of whole and enriched grain foods. This year, a fitness element was added, and the council is partnering with the see MOMMY run organization to host a “Mom, the Everyday Athlete” nationwide run/walk in May.

 

Recent ingredient innovations also have played a major role in making whole grains more palatable. White whole wheat flours, such as Con Agra’s Ultragrain, General Mills’ Duru White and Horizon Milling’s WheatSelect, have resulted in products that provide whole grain nutrition enriched grain flavor and texture. Thanks to whole grain breads, moms can do what was once unattainable: prepare a sandwich on whole wheat bread that children will enjoy and ask for in the future.

 

Women of childbearing age need to know that the folic acid provided by enriched grains can reduce their unborn baby’s risk of neural tube defects. A recent study from the Centers fro Disease Control and Prevention (CDC) found an 8% to 16% decline in folate levels in U.S. women between 1999 and 2004. 

 

This is very concerning and the recent bashing of enriched grains may be to blame. Considering mandatory folic acid enriched has resulted in the birth of more than 1.000 additional healthy babies each year in the U.S., women need to be educated about the benefits of both whole and enriched grains.

 

Continuing to educate consumers about the benefits of whole and enriched grains is important to the health of American families. The nutritional benefits of grain foods are clear, we just need to increase awareness and provide the quality and flavor that American families demand.