Consumer Perceptions
Studies of whole-grain consumption report that Americans are less aware of the health benefits of whole grains than of other foods proven to reduce disease risk. Without knowledge of nutritional information, many consumers opt for refined grain products simply because they are familiar and often less expensive than whole-grain products. However, people are more likely to enjoy the taste and texture of whole-grain products if they are made from grain varieties bred for flavor and functionality and if the flour is fresh (milled and used soon thereafter). This is an avenue of discovery for many of us – the fact that fresh whole-grain flour contains subtle nuances of flavor determined, in part, by the freshness of the flour. The fact is, flour is perishable like milk. As flour ages, the flavors (and nourishment) dissipate, and a bitter aftertaste may be detected. Fresh flour is produced by milling in-house – mills range from KitchenAid attachments to industrial mills that require a separate room and ventilation – or by locating an artisan miller in your community or region. This is easier than it was twenty years ago; the number of local and regional mills is proliferating across the U.S. and other parts of the world.
More information on identifying whole grains can be found on the Whole Grains Council website.
More information on finding an artisan mill in your neighborhood can be found in the Grain Guide’s Resources and in the chapter on milling.