Wheat Foods Council

1. Wheat Foods Council Promoting Grain Consumption North Dakota Wheat Commission County Representative Annual Meeting – December 19, 2007

2. Objectives • Consumption trends • Health Claims • Wheat Foods Council Activities

3. Balancing Whole Grain and Enriched • Whole Wheat • Whole Grain • Multi-grain • Enriched • Refined • White • Wheat Where’s the Wheat?

4. 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

5. Where we should be… • 9 out of 10 Americans not getting the recommended 3 servings whole grains daily

6. Product Launches

7. Whole Grain Flour Production

8. Whole Grain Health Claims • Whole Grain research provides compelling evidence • 2005 Dietary Guideline recommendation of “at least half from whole”

9. Recent Research • Asthma • Diabetes • Blood Pressure • Gum Disease • Weight Management • Cancer • CVD • Inflammation

10. Health Claims • Whole grain, low fat • Whole grain, moderate fat • Cereal fiber, beta glucan

11. 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

12. 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.

13. 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.

14. 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% fiber • Cornmeal = 7.3% fiber

15. 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

16. Serving Sizes Vary… Dietary Guidelines (USDA/HHS) use different definition of grain serving than FDA

19. New Materials – Special Funding

20. Coming in 2008… • Glycemic Index White Paper • Idaho Wheat Commission • Minnesota Wheat Commission

22. Support research project at UVA looking at high CHO /high fiber diet vs. low CHO Other pertinent research Research Initiatives

23. Collaborations

24. Media Promotions

25. 35th Anniversary Celebration

27. Pasta Promotion

28. Thank you!!!