Global Growth Fuels Emphasis on Whole Grains

If you had any doubt that whole grains are hot, count up the number of products sporting the black-and-gold Whole Grain Stamp. That total recently passed the 5,000 milestone, a 25% increase in just nine months. Part of the accelerated growth is due to international interest in the stamp, launched in 2005: The stamp is now found on store shelves in 22 countries. A decade ago, whole grains were almost unknown in many countries, says Cynthia Harriman, PhD, director of food and nutrition strategies for the nonprofit Whole Grains Council , which developed the stamp. And yet today, brown rice is gaining a foothold in China and Japan; whole grain pasta is becoming commonplace in Italian supermarkets; and a Mexican company is one of the driving forces bringing whole grain breads to Latin America. About 10% of the councils 275 members are based outside the US and 15% of products using the stamp are being sold internationally.