How And When White Bread Became Passé

Consumers are demanding higher quality, more ?avorful foods than ever before, a fact particularly evident in the surge of artisan, whole grain breads. But when exactly did whole grain loaves become the new standard?

The past 5-10 years have seen remarkable progress in whole grain availability and appeal, particularly in baking. Forward thinking bakers and chefs, such as Chad Robertson and Peter Reinhart, helped bolster the trend toward whole grains, as their artisan whole grain loaves won widespread acclaim. By using traditional, sourdough fermentation methods, and a high-moisture dough, these visionaries were able to coax more ?avor out of the kernel, and reshape long-held perceptions about what the sta? of life should look like and taste like.

Eying a trend, food manufacturers soon followed suit, and in 2010, whole grain bread sales surpassed that of white bread. Momentum increased in 2012 with implementation of the Healthy Hunger Free Kids Act, which mandated whole grains in school lunchrooms across the country; with their kids onboard, many families began eating more whole wheat bread at home, too. Consumers haven’t turned back. In fact, our 2015 Whole Grain Consumer Insights Survey of US adults found that people eat whole grain bread and cereal more often than their re?ned counterparts.

To read the rest of the story, please go to: Oldways Whole Grains Council