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The new bilingual Canadian version of the Whole Grain Stamp has begun appearing on grocery shelves in Canada. B.C.-based Ryza brown rice milk, sold in 30% of Canadian groceries, and breads from ACE Bakery are the ﬁrst products to bear the Canadian Stamp, followed quickly by sixteen Barbara’s Bakery and Weetabix cereals.
The Canadian Stamp comes none too soon for most consumers. The Canadian Council of Food and Nutrition, in its most recent Tracking Nutrition Trends survey, reported that 84% of Canadian consumers are either “somewhat” (34%) or “very” (50%) inﬂuenced by whether a product is whole grain, when they shop. Whole grain content was more inﬂuential than any other factor, beating out omega-3s, organics, and other considerations. (Cynthia, April 10, 2008)