Called Grains for Life, the campaign seeks to remind people how grains can contribute to long life and fitness and energy levels through advertisements on the street, in grocery stores, gyms and physicians offices and through the dissemination of fact-packed literature.
"For the most part, consumers are unaware of how bread can contribute to the prevention of heart disease, some cancers, birth defects and diabetes, as well as maintaining optimal health," said Judi Adams, president of the Grain Foods Foundation. "Our campaign is designed to balance that equation by reinforcing all the reasons why including bread in your diet is a smart choice."
The campaign aims to redress the worrying findings of a recent survey carried out amongst 2000 adult Americans on behalf of the foundation, which showed that only 12 percent of consumers were aware that bread can help protect against serious health conditions.
Almost a quarter of participants indicated that they thought carbohydrate restriction was a sensible dietary approach.
Co-chair of the Grain Foods Foundation Advisory Board Dr Glenn Gaesser of the University of Virginia said: "Americans must understand that breads and grains are not the bad guy, they do not cause obesity and, in fact, are very healthy foods."
Last year the Grain Foods Foundation reviewed 900 scientific studies linking grains with health, disease-prevention and nutrition. Among its findings, which form the basis of the Grains for Life literature, were three key messages:
Grain-based carbohydrates aren't the problem in obesity, and that diets that rely on restricting any food group could be harmful; carbohydrates are needed to support a physically active lifestyle and optimal health; and grain products, including those fortified with folic acid, provide good sources of vitamins, minerals, fiber and other healthy components and may reduce the risk of early mortality and chronic diseases.
Last week the National Council on Folic Acid warned that women of childbearing age who follow low carb diets may not be consuming enough folic acid, which the FDA has required be added to breads, cereals, flours, pastas, rice and other grain products since 1998.
The new Dietary Guidelines for Americans recommend that people include whole grains in their daily diet. An average person requiring 2,000 calories should consume six ounces of grain foods each day, half of which should be whole grain.
Industry experts anticipate that the guidelines' message is likely to hit home in 2005, turning around the fortunes of the industry. In December Tom Vierhile, executive editor of Productscan Online, singled out whole grains as a probable leading nutrition trend in 2005.