Earlier this week, I was honored to fly off to Mexico City to take part in a forum on innovation and product development, hosted by one of our Members, Grupo Bimbo. We may not know the name all that well here in the states, but trust me when I tell you Bimbo is a very well known, very well respected company with diverse product offerings in many brand categories. They are, to put it simply, huge, and being invited to speak to a room full of marketers, product developers, and other “movers and shakers” within their Mexico and South American offices was a true honor.

My presentation focused on whole grains (duh!) and I spent quite a bit of time talking about the many health benefits of a diet that focused on whole grains versus refined grains, as well as discussing the history of whole grains such as amaranth, quinoa, and corn. But the biggest moment in my presentation, in my eyes, came when I turned the focus on our Spanish Whole Grain Stamp and its use of the term granos enteros.

Although many products in Mexico use granos integrales to convey the idea of whole grain content, we have chosen the term granos enteros to best signify the inclusion of all three parts of a whole grain (bran, germ, endosperm) in their original proportions, even if the grain has been crushed, flaked, or otherwise processed. Our decision is based on some new regulations that are being introduced in Mexico that define granos enteros as described in this post. We figured it’s best to come in with the tide than get stranded too far from shore.

I imagine the Entero versus Integral debate that may be beginning in Mexico will be similar to the early days of whole grain debate here in America, though I can’t personally say I know that for fact. Still, one thing I do know for certain – the Stamp has been around for three years and I still encounter confusion from consumers and manufacturers regarding what is or is not a whole grain product. I have high hopes for Mexico and indeed, for all other countries in this world who take the health of their citizens seriously. Best of all, we at the WGC will be here to help however we can. (Kara – October 3, 2008)