New Whole Grain Stamps Hit Canada, Menus

As noted in a press release issued earlier today, Oldways Preservation Trust and the Whole Grains Council have released a French version of its Whole Grain Stamp, as well as a version for foodservice. As noted in the release, the Whole Grain Stamp will appear on more than three-quarters of a billion food packages in 2008.

Weve been eagerly awaiting this news, said Maria Emmer-Aanes, director of marketing, Natures Path, Richmond, British Columbia, a founding member of the Whole Grains Council. We use the Whole Grain Stamp on scores of products in the U.S., as it helps consumers realize were big proponents of healthy food and whole grains. Were already starting the process to use the bilingual Stamp in Canada.

The Canadian Whole Grain Stamp uses the same graphics found on the U.S. stamp, but with the words Grains Entiers (French for Whole Grains) added. Introduction of the Canadian Stamp came after more than a year of discussions with Canadian authorities to better understand packaging regulations in that country.

In Jan. 2008, Oldways and the Whole Grains Council also released a foodservice version of their Whole Grain Stamp, known as the Whole Grain Menu Symbol. The symbol features the signature grain-sheaf image from the Whole Grain Stamp with the words Whole Grain printed across it.

We pared down the Stamp to its essence so it will print clearly on menus, said Cynthia Harriman, director of food and nutrition strategies, Oldways and the Whole Grains Council.

As noted in the press release, a Dec. 2007 report from The Hartman Group, Label Reading from a Consumer Perspective, asked consumers questions about 13 packaging symbols. Results showed that 60% of shoppers are aware of the Whole Grain Stamp, and that the Stamp is more trusted than all other symbols except the Heart Check, the USDA Organic Symbol, and standard Recycling symbols.

Now that weve expanded the program to Canada and to restaurants, were already exploring the possibility of an international version for use in other countries, especially in Europe where interest is high, said K. Dun Gifford, president, Oldways.

According to Mintels Global New Products Databaseas reported by the Whole Grains Council1,493 whole-grain products were launched in 2006, a 107% increase over 2005. 

For more information, contact the Whole Grains Council.