We hit a very big milestone here at the Whole Grains Council: 10,000 products approved to use the Whole Grain Stamp! 

When the Whole Grains Council had its first formal meeting in 2003, participants outlined goals for the organization:

• To clarify the definition of “whole grain,” document the health benefits of whole grains, and advocate additional whole-grain health research.

• To educate consumers about the benefits of whole grains

• To help Americans find whole grains, with a packaging symbol, and educate them on cooking whole grains

• To promote whole grains through a positive message about their benefits, rather than by criticizing refined grains.

• To serve as a conduit between science, industry and consumers.

• To help grain-product companies, retailers and restaurants meet the needs of health-conscious consumers with appealing whole grain products.

Today we have met these goals and have exceeded them. We have stamped products in over 40 countries, work with 375 wonderful member companies, sales of “stamped” products continue to rise and we have several well-known Whole Grains Council events throughout the year, to reach consumers.

Even more important, we know the Stamp – and our other education efforts – make a difference. Whole Grain Consumption rose 28% in the first three years after the Stamp was introduced, and consumer emails show us that shoppers are now wary of products that claim to be made with whole grain, yet don’t bear the Whole Grain Stamp.

If you’re thinking to yourself, wow, 10,000 products is a lot of whole grains, well…so are we. When I started working at the Whole Grains Council almost three years ago, there were around 4,000 products which means that in three short years, 6,000 new products have hit the market! Every day we get to see how whole grains are popping up in all new sorts of products and in all sorts of creative ways. 

As all of you whole grain gurus know, whole grains aren’t just for oatmeal (although they’re making a whole new kind of oatmeal!), cereal, and whole wheat bread anymore. Whole grains are in smoothies, pizza crusts, and even the ancient ones are making a serious comeback!

As more and more delicious whole grain products hit the market, the more people are celebrating whole grains and making them a part of their lives. Millennials are embracing delicious grains, looking for fast and convenient ways to enjoy them, and even younger generations, such as our whole grain hero Madeline Leadem are making whole grains the norm.

We are inspired by these new whole grain products every single day, and by the people who help us spread the whole grain goodness! We are also very pleased to report that this celebratory number is growing every day, and we look forward to the day when the Whole Grain Stamp is on 100,000 products! (Mallory)