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According to research data from both the USDA and private companies, Americans consume approximately one serving of whole grain foods per day. Current guidelines recommend three or more servings a day. The health benefits of whole grains are well documented. However, convincing Americans to eat them, especially in the amount recommended, has been unsuccessful. Adults and children give a variety of reasons for not choosing whole grain foods, including these: a lack of understanding of the health benefits of whole grain foods, an inability to identify whole grain foods at the point of purchase, their taste, their cost, the time it takes to prepare them and the availability of whole grain foods in stores. This paper addresses some of the misconceptions surrounding whole grain foods and offers strategies for helping consumers choose more whole grain products. In addition, we present historical information on the consumption trends of whole grains as well as educational and promotional opportunities that industry and health professionals can use to encourage the public to eat more whole grains.

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Despite mention in the Dietary Guidelines for Healthy Americans and in Healthy People 2010, the lack of a coordinated campaign promoting whole grain foods and their health benefits may be contributing to low consumption. Fiber consumption in the U.S. likewise falls below recommended levels, in part, as a result of suboptimal intake of whole grain foods. Research findings suggest that whole grain is related to reduced disease risk, and that whole grain foods have relevant biological activity in humans. This necessitates a call to action to help Americans increase whole grain consumption as a strategy for health. The establishment of a whole grain coalition could promote increased consumption by developing consumer messages: partnering with health professionals: advocating whole grains to government agencies; seeking funding for scientific research and market research; and educating consumers, as well as health professionals, food manufacturers and millers, about the value and benefit of whole grains.

Whole-grain foods have always been considered a healthy part of the diet. Only recently have epidemiologic and other data shown that whole grains have a role in preventing cardiovascular disease, diabetes, some types of cancer, and even obesity. What nearly all consumers and most health professionals fail to realize is that whole grains deliver as many if not more phytochemicals and antioxidants than do fruits and vegetables. Healthy People 2010 (DHHS) recommends 3 servings of whole grains per day. Because the average intake in the United States is less than 1 serving per day, health professionals must mount an active campaign to help consumers better understand the important health benefits of whole grains and work to increase their intake in the diet.