Whom Can You Trust?
The hardest thing these days is to find a trustworthy source of information. Wikipedia is pretty darn good, but for any specific topic, specialists seem to line up on both sides of issues. Unless we dig carefully into their biography, it is difficult to tell if the specialist passionately believes something or if the person is being paid. As a more cynical friend always says, follow the money.
September will be Whole Grains Month, and I wanted to highlight the major contribution that the Whole Grains Council has made in setting standards for those of us that bake and cook with whole grains. The Whole Grains Council is a source that you can trust when it comes to whole grains.
The Whole Grains Council is part of Oldways, a non-profit “food issues think tank.” When WGC began, there weren’t (and as far as I know there still aren’t) standards that define what whole grain food is. The absolute truth of a product remains in the ingredients panel, but labeling and marketing messages are left to the creative whim of the marketing folks. When WGC established the Whole Grains Stamp, this was an important first step was taken to eliminate the confusion of reading labels and evaluating nutritional panels. To be certified to use the Stamp, a product has to contribute at least half a serving (8g) to the three servings or more of whole grains we’re all supposed to eat daily. Each Stamp has a different number, so you’ll know just how much whole grain it contains, allowing you to factually compare products. The WGC stamp ensures that if the package says “whole grains” then the product will make a significant contribution to your whole grain needs!
What really made me a believer in the Council is their history with the FDA. When the FDA began to zero in on the use of “whole grain” and how best to educate and protect the consumer, the FDA actually met with the WGC and exchanged ideas, resulting in an even stronger Whole Grain Stamp program. The government may, in the future, come up with some very specific standards, but the WGC’s work is always in line with federal scientists and regulators.
What is most impressive about the WGC is its ability to create and popularize a program engaging the respect and participation of millers, bakers and marketers who are signing up to use the stamp. To date, the stamp is on 2,800 products on 4 continents. The list of companies that have joined the Council and who use the Whole Grain Stamp is long and reads like a who’s who in baking. This is a powerful endorsement and validation and has created momentum to shift more recipes to whole grains.
In 2007 the WGC began to focus on foodservice and started a campaign to get customers to urge restaurants to consider expanding the use of whole grains. When I attended the WGC conference this year in DC, I stayed in a small hotel in Alexandria, VA. Hungry the first night, I ordered from the local Chinese restaurant and noticed that this delivery service offered whole grain rice. This is real progress and underscores the success of the WGC lobbying efforts.
September is Whole Grains Month, and the Council has created a number of programs and contests to spur learning and enjoyment of whole grains. Dr. Kracker has already signed up to give out prizes. According to the Whole Grains Council,
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As part of this celebration and the prizes, Dr. Kracker has offered storage tins and the Klassic 3 Seed flatbread, winner of the Men’s Health Magazine best cracker award in June, 2009. To learn more about the contest, which runs from August 20 to September 30, 2009, please follow this link: http://wholegrainscouncil.org/get-involved/i-love-my-whole-grains-contest
