285 Dietary intake of whole grain vs. recommendations.

J. ADAMS. Wheat Foods Council, 10841 S. Parker Road, Ste. 105, Parker, CO 80134.

According to research data from both USDA and private companies, Americans are only consuming approximately one whole grain serving per day. The American Dietetic Association recommends that at least three servings of whole grains should be consumed daily. This paper will address reasons why consumers are not adhering to the recommendation and will make suggestions as how to overcome those barriers. The benefits of whole grains to the diet have been well documented; convincing Americans to eat them has been unsuccessful. A variety of reasons have been given by adults and children for not consuming whole grains, including taste, cost, time and availability. This paper will address all of these issues and make suggestions such as using a new, milder wheat class, product innovations, and practical meal and snack applications. In addition, the historical consumption of whole grains will be discussed as well as educational and promotional opportunities for industry and nutrition professionals to encourage the public to consume more whole grains.