In which we focus on all the many ways WGC Members are rockin’ the world of whole grains.

In my post yesterday, I asked if you’ve ever wondered what donuts, baby food, and on-the-go granola have in common. By now we know all three are opportunities to increase whole grain consumption, and we know how that delightful donut fits into things. If you’re wondering about the baby food and the granola, well, let’s start our exploration, shall we?

This was my third time walking the floor of Natural Products Expo West, one of the food world’s biggest events. Year after year, whole grains continue to grow in popularity and prevalence, and this year’s show was certainly no exception. With nearly 70 WGC members exhibiting and dozens of other food companies showcasing whole grain offerings, this year’s Expo West once again proved to be the hottest place to promote healthy whole grains as the norm, helping to unite “good for you” and “good tasting.”

I am continually amazed at all the ways the natural and organic food world champions whole grains, and perpetually delighted to note how WGC Members always seem to be setting the pace. In no particular order, here’s what I saw, sampled, enjoyed, and appreciated from our WGC Members in the two days I spent at this year’s Expo West:

The Stamp Was Everywhere! After a few hours, I felt like you just couldn’t walk down an aisle on the show floor without spotting the Whole Grain Stamp on booth signage and product displays. Attendees at this year’s Expo were “introduced” to Stamp even before they hit the floor – one of the items in attendee swag bags was a Stamped, single-serve bag of popcorn from Kernel Season’s! And yes, I ate mine before I could snap a photo, so to compensate, I share with you what was arguably the biggest Stamp at Expo. I was so happy to meet the founder of Vitalicious, the one and only Aryeh Hecht, who caught me taking this photo of their booth display:

If you’re wondering why the angle is a bit odd, it’s because the corner of the display was actually taller than I am. I had to block traffic and stand on my tiptoes to get a shot of this Stamp, which was definitely bigger than my head. You’re welcome!

Whole Grains Were In Everything! Need a bite of gluten-free bagel or a wedge of sprouted grain bread? No problem, our Members had you covered. Craving a quick nibble of a cookie, or need to soothe your hungry toddler with something low in sugar but easy for him to hold? You bet, there’s a Member for that. I think the only whole grain product categories I didn’t see represented at Expo were Dairy and Beverages, but hey, there’s always next year! A few big shout-outs to Udi’s Gluten Free Foods, for premiering their new Ancient Grains Breads at the show and slipping me a package of on-the-go granola; to Wasa North America, for introducing me to the simple yet satisfying combination of cream cheese and fresh fruit on whole wheat crispbread; and to the Nest Collective team, for effortlessly distracting a toddler mid-tantrum by handing him a (whole grain!) Grammy Sammy.

Whole Grains Shone All On Their Own! And I had to take photos of these, so bear with me…

At the Attune booth, I was handed a to-go bowl of their Uncle Sam Great Multi-Grains cereal, then pointed in the direction of the nearest soy/almond/dairy milk booth so I could enjoy my breakfast.

Later in the day, I swung by the Kamut® booth to snap a picture of their anniversary cake… in the shape of a hat! This year’s show marked the 25th consecutive year the Kamut® folks were exhibitors at Expo West, so what better shape for their celebratory cake than a perfect replica of founder Bob Quinn’s personal trademark? 

And before calling it quits, I made my way to the Lotus Foods booth to sample some of the rices I hadn’t had the chance to try before. Their Forbidden Rice was already a personal favorite, but the Bhutanese Red Rice was pretty phenomenal and might be a contender for first place.

There was more – oh so much more! – but even I can only nosh, walk, and talk for so long. Suffices to say WGC Members really do make whole grains their norm, their go-to ingredient, the default in all the grain-based products they create. Thanks to all our Members for their spectacular – and scrumptious – efforts! I can’t wait to see what’s new in the world of whole grains next year! (Kara)