Whole Grains CouncilAdded Value for Manufacturers
Cynthia HarrimanDirector of Food & Nutrition Strategies
May 10, 2010
The Whole Grains Council Oldways Preservation Trust
The Whole Grains Council
Part of non-profit educational organization Oldways
Founded in 2003
250 manufacturing company members based in 12 countries (including Finland, Norway, UK, Ireland, Italy)
The Whole Grains Council Oldways Preservation Trust
Mission of the WGC
To help consumers find whole grains and understand their health benefits
To help the media write compelling and accurate stories about whole grains
To help manufacturers create more and better whole grain products
The Whole Grains Council Oldways Preservation Trust
#1 The Whole Grain Stamp
Introduced in 2005
Now on nearly 3,600 products
Used in 21 countries
Helps consumers recognize whole grain products
The Whole Grains Council Oldways Preservation Trust
#2 Media Visibility
The Whole Grains Council Oldways Preservation Trust
Theory + Food Examples
#3 Company Visibility
Photos
Guest Blog option
Educational materials
The Whole Grains Council Oldways Preservation Trust
Member list
Recipes, with links
#4 Product Visibility
Stamp Product lists
Foodservice lists
The Whole Grains Council Oldways Preservation Trust
Contest prizes
New Products
#5 Health Research
The Whole Grains Council Oldways Preservation Trust
#6 Conferences
Inspiring speakers
Great networking
Media connections
Business tips
Science updates
WG tasting
The Whole Grains Council Oldways Preservation Trust
#7 Regulatory Information
Corporate training
Phone support
U.S. nutrition and labeling standards
2010 US Guidelines
Worldwide Guidelines
The Whole Grains Council Oldways Preservation Trust
#8 Product Development
Sourcing help
Ingredient questions
Competitive stimulus
Labeling advice
The Whole Grains Council Oldways Preservation Trust
#9 Website Content
The Whole Grains Council Oldways Preservation Trust
More Samples
Later!
#10 Marketing Support
The Whole Grains Council Oldways Preservation Trust
Whole Grains CouncilBranding with the
Whole Grain Stamp
The Whole Grains Council Oldways Preservation Trust
3,600 Products Use Stamp
100% 16g +34%
Basic 16g +31%
Basic 8-15g36%
The Whole Grains Council Oldways Preservation Trust
Types of Foods
breads
savory snacks
cold cereals
hot cereals
grains
sweet treats
pasta
bars
tortillas
flours
baking mixes
entrees
pizza
waffles
soups
beverages
0 250 500 750 1000
The Whole Grains Council Oldways Preservation Trust
International Usage
United States 3231
Canada 296
Other Spanish Speaking 92
Mexico 65
Brazil 18
UK 8
Dominican Republic 4
Ireland 2
China 1
New Zealand 1
ArgentinaChileColombiaCosta RicaEl SalvadorGuatemalaHondurasNicaraguaPanamaPeruUruguayVenezuela
The Whole Grains Council Oldways Preservation Trust
Canada ACE Bakery
Brar Flour Mills
Breadko National Baking
Canada Bread / Maple Leaf Bakery
Chana Food Products
FGF Brands
Glutino
Nature’s Path Organic Foods
Oakrun Farm Bakery
Ozery’s Pita Break Partnership
Ryza Just Rice
Silver Hills Bakery
Colombia Molino El Lobo S. A.
Dominican Republic Bravo Supermarkets
Finland Vaasan & Vaasan Oy **
Ireland Kells Wholemeal
Shamrock Foods **
Italy Tamma Industrie **
Mexico Grupo Altex
Grupo Bimbo
New Zealand New Zealand Bakels
Norway Kavli International AS **
UK Dorset Cereals **
EDME Ltd
Muntons plc
(Germany) Mestemacher Bread / Carl Brandt **
** using on products in US only
Members Based Outside U.S.
The Whole Grains Council Oldways Preservation Trust
Website Branding
The Whole Grains Council Oldways Preservation Trust
The Whole Grains Council Oldways Preservation Trust
The Whole Grains Council Oldways Preservation Trust
The Whole Grains Council Oldways Preservation Trust
The Whole Grains Council Oldways Preservation Trust
The Whole Grains Council Oldways Preservation Trust
Advertising Branding
The Whole Grains Council Oldways Preservation Trust
The Whole Grains Council Oldways Preservation Trust
The Whole Grains Council Oldways Preservation Trust
The Whole Grains Council Oldways Preservation Trust
The Whole Grains Council Oldways Preservation Trust
Note: These images use the Phase I Stamp graphic
2/3 of Dietitians Use Stamp
April 2010 survey
76.8% know Stamp
67.9% of those who use packaging symbols recommend the Whole Grain Stamp to clientsJournal of the American Dietetic Association, April 2010; 110(4):517-9
The Whole Grains Council Oldways Preservation Trust
Consumers Look for Stamp
The Whole Grains Council Oldways Preservation Trust
A December 2007 report titled “Label Reading from a Consumer Perspective,” which asked consumers questions about 13 packaging symbols, found that
60% of shoppers are aware of the Whole Grain Stamp.the Stamp is more trusted than all other symbols surveyed except the Heart Check, the USDA Organic Symbol, and standard Recycling symbols.
Source: Hartman Group consumer research
“I am pregnant. It has been quite a bit of work for me to try and find products that not only contain whole grains, but also have them in a quantity that makes it worthwhile to purchase them.
Having the 'whole grain' stamp has made it much easier for me to find these products. I especially like having the exact gram count per serving listed on these stamps.” A. Wilson, July 2007
“I notice that products do not have the Whole Grain stamp. Is this because they refuse to participate or because they don't measure up to the standards on the breads I am looking at?” Marilyn S., March 2008
Consumers appreciate the Stamp when it is used...
And are suspicious when the Stamp is not shown...
The Whole Grains Council Oldways Preservation Trust
The Whole Grains Council
Helping consumers find whole grains and understand their health benefits
Helping the media write compelling and accurate stories about whole grains
Helping manufacturers create more and better whole grain products
The Whole Grains Council Oldways Preservation Trust
Thank You!