Objective: To describe how school foodservice personnel use current labeling methods to identify whole-grain products and the influence on purchasing for school meals.Methods: Focus groups explored labeling methods to identify whole-grain products and barriers to incorporating whole-grain foods in school meals. Qualitative analysis procedures and the constant comparative method were used to analyze data.Results: Participants were school foodservice personnel (n = 67) in 5 states across the United States. Limited ability and confidence were demonstrated in identifying whole-grain products from label information, statements, and claims. Participants indicated a need for a uniform labeling method such as whole-grain content to assist in ordering and purchasing. High cost and low acceptability were listed as barriers to incorporating whole-grain foods in school meals.Conclusions and Implications: Whole-grain product labeling should be improved to enhance understanding by foodservice personnel so that whole grains are included in school meals.

Whole cereal grains, those grass seeds that include bran, germ, and endosperm in their naturally occurring proportions, are lacking in the American diet. Commonly consumed cereal grains include wheat, rice, and corn and, less frequently, oats, barley, and rye. Using 16 g of flour or intact kernels as a serving, adults are estimated to consume 6.7–10 servings of any grain per day (3,9,35). Major grain-based foods include snacks (43%), breakfast cereals (31%), and yeast breads and rolls (14%) (10). Only one of these servings is whole grain, however. Eight percent of the U.S. population 2 years of age or older is estimated to consume at least 3 servings of whole grain per day (9,23). Scientific evidence (8,16–21,24,27–29,32,34), policy statements (12,13,25,36), and regulatory guidelines (14,15,31) all support increasing whole-grain intake to reduce risk for chronic diseases. Recent government guidelines (13,36) recommend consumption of at least three whole-grain products daily for most age groups. Consequently, various sectors, including industry, academia, and government agencies, are exploring methods to increase whole-grain intake. All parties involved in the effort to promote greater consumption must take into consideration that taste, convenience, and palatability are all essential aspects of widespread acceptance of any food. Unfortunately, there is a lack of knowledge and considerable confusion about whole grains among the general population (1,2,6), as well as foodservice personnel (37), health educators (5), and professionals affiliated with the baking and cereal industries (7). From a consumer perspective, the most frequently cited barriers to wholegrain consumption include difficulty in identifying whole-grain versus dark breads (6); limited availability of whole-grain foods in grocery stores and restaurants; higher costs (22,23); and dislike of taste, color, and texture of whole-grain food products and lack of experience in preparing and incorporating whole-grain foods into daily dietary patterns (11). Studies indicate that foodservice personnel lack the knowledge to identify whole-grain foods (37), while health professionals lack general knowledge about whole grains and sufficient resources to deliver a compelling message to consumers (5). In addition, the food industry faces research and development, quality, and cost issues in the production of consumerfriendly whole-grain foods (7,11,30,33). These findings indicate there is a need to clearly elucidate the health benefits of whole grains for consumers and provide a practical means for them to successfully identify and purchase wholegrain foods. Given the considerable barriers encountered in delivery and dietary intake of whole-grain foods, the gradual inclusion of whole-grain flour in a wide variety of grain foods to create products acceptable to consumers is one possible approach to increasing dietary intake. Recent whole-grain product innovations from major manufacturers have included breads, cereals, wraps, and snacks with some level of whole-grain flour incorporated into the product. Most whole-grain bread products, particularly yeast breads, are made with red wheat. These products are generally dark in color and have a bitter taste and tough texture compared with refinedgrain foods. These attributes are less well liked than those of refined-grain foods. Whole white wheat flour used in whole-grain yeast bread products tends to have a milder flavor, lighter color, and more appealing texture. Similar to hard red winter wheat, hard white wheat has a high protein content, strong gluten, and high water absorption that make it a good choice for breads and related products. The incorporation of whole white wheat flour into a variety of grain-based foods may serve as a tool to develop products that meet consumer taste preferences and provide a meaningful (significant) level of whole grain in the U.S. diet. This gradual approach may allow consumers to continue to eat products they are accustomed to and, at the same time, both improve their health and increase their acceptance of products that contain larger amounts of whole grain. For example, as consumers become accustomed to a fuller taste in their grain products, colonic bacteria may adapt to accommodate increased levels of dietary fiber. This article describes a model to determine the potential impact of incorporating whole-grain flour into commonly consumed grain Perspective