Chains Sprout Whole Grains

The overall industry increase in whole-grain use translates into increases in foodservice, notes Harriman. The main reason for the increase, she says, is simple availability, explaining that greater availability at the retail level is starting to make its way into foodservice. Having tried whole-grain products at home, and having been exposed to information explaining that whole-grain products are more flavorful and healthier, consumers will begin ordering them in restaurants.

“You get to a certain tipping point, which fortunately we are getting to both in foodservice and in supermarket retail, where there is enough choice out there that more people are buying them and they have more positive experiences,” Harriman says. “They say, ‘Gee, I like that whole-grain English muffin. There’s a whole-grain pita bread. Maybe I’ll try that.’”

Mike Veal, vice president of marketing, ConAgra Mills, agrees that the popularity of whole grains in retail is translating into foodservice—but that much whole-grain territory remains unexplored. He suggests that batters, breadings, coatings, pastas and even meat emulsions for sausage can incorporate white whole-wheat flour or ancient grains to give product and menu developers “a way to create products with flavors and textures that consumers are eager to explore.”

A WHOLE NEW MORNING

“In the past few years, consumers have become more and more aware of the benefits associated with whole-grain foods, triggering an increased demand for whole-grain foods at the grocery stores,” says Ric Scicchitano, senior vice president of food and beverage, Corner Bakery. “This trend extended to restaurant patrons, who began seeking healthy, whole-grain products when dining out.” He notes whole grains have been part of the chain’s menu since day one, featured in breads, oatmeal and parfaits.