Changing Chinese Attitudes to Brown Rice

One in ten Chinese adults is estimated to have diabetes, with another 16% on the verge of developing it. With a rate of increase in diabetes faster than in Europe or the U.S., Chinese nutrition experts seeking to promote whole grain brown rice in China carried out a pilot study with 32 Shanghai residents, to learn about attitudes to brown rice. Only a quarter of the group had ever tried brown rice, and almost all (30 of 32) ate white rice daily. While most participants had an inferior view of brown rice before the project, after tasting it and learning of its health benefits, their views became more positive, and 27 of the 32 expressed a willingness to participate in a future long-term brown rice intervention study.
Journal of the American Dietetic Association. August 2010; 110(8): 1216-21.