One more way to find whole grains

June 16, 2009

Independent grocers who are part of the Supervalu "family" have a new way to find whole grains, with the new "Healthy Elements" labeling system now being tested by Supervalu in several locations.

Nine healthy elements are included in the system: gluten free; good source of calcium; food source of fiber; low calorie (under 40 calories per serving); low cholesterol; low fat; low sodium; organic; and whole grain (first ingredient is whole grain). Up to four of these nine elements will appear on a shelf-tag associated with a particular item. 

We're often asked how the Whole Grain Stamp compares to supermarket-specific labeling systems like this. Here are just a few of the many reasons why we think the Whole Grain Stamp rocks:

1. The Whole Grain Stamp is right on the package, not on the shelf, so if items get moved around, you can always be sure which products really offer whole grains.
2. The Whole Grain Stamp clearly tells you how much whole grain you're getting, per serving, toward your daily need of 48g or more of whole grain.
3. The Whole Grain Stamp singles out all products offering at least half a serving (8g) of whole grain per portion, not just those which happen to have whole grain as the first ingredient. 
4. The Whole Grain Stamp is the same in every supermarket, so you don't need to learn a new system for every store you shop.

That said, we salute Supervalu for recognizing whole grains as one of the essential criteria in spotting healthy foods. We're in favor of any and all methods for helping consumers find and enjoy more whole grains! (Cindy)