Market Research: Whole Seed—Better Than Whole Grain?
D. Best. Best Vantage, Inc., Northbrook, IL, U.S.A. Cereal Foods World 54(5):226-228.
Cereal Foods World Columnist Dan Best discusses what he coins the "battle royal" in semantic discourse underway regarding whole grains. Nobody disputes the nutritional advantages of whole grains. The underlying foundation of the “whole grain advantage” is that much of the fiber and phytonutrient value, including the antioxidants, vitamins, and minerals of a seed, are located in the outer bran layers of the seed. Thus, when seeds are refined by removing the outer bran layers, much of that phytonutrient value is lost. The current multipronged effort by industry, industry associations, academia, and government to promote the value of "whole grain nutrition" is an effort to build appreciation among consumers about the value of consuming whole seeds, rather than the refined flours thereof.