S. SJOBERG, K. Chase, M. Reicks, L. Marquart.
University of Minnesota, Department of Food Science and Nutrition, St. Paul, MN

Significant scientific evidence suggests whole grains reduce risk for various chronic diseases. However, whole grain intake is far below the recommended 3 daily servings per day as recommended by Healthy People 2010. A survey was developed based on the Theory of Planned Behavior to examine  knowledge, attitudes and normative beliefs regarding intention to promote greater production of whole grain foods.  A total of 212 surveys were returned by AACC members; 77% had studied or worked with whole grain foods in the past 5 years.  Respondents were quite knowledgeable, while most had positive attitudes toward benefits of whole grains.  Relative to cost and quality of products, consumer issues were more significant barriers to participate in activities that promote whole grain production.  Based on respondent activities, there is more work being conducted in the scientific documentation of health benefits and technology to develop whole grain foods than in advocating, regulatory and consumer issues. Overall intention to promote whole grain foods was moderate.  Depending on the magnitude and direction of barriers and motivators, this significantly affects the ability of respondents to participate in activities that promote whole grain foods.