FDA Approves Health Claim for 100% Whole Grain Brown Rice
Chefs and Patrons Benefit from Nutritious, Versatile Brown Rice on Menus
Arlington, VA, July 10, 2008 – Brown rice, a 100% whole grain food, joins the recognized ranks of healthful whole grains approved to bear the whole grain health claim, according to a recent announcement from the U.S. Food and Drug Administration (FDA). Brown rice food labels may now state: “Diets rich in whole grain foods and other plant foods and low in total fat, saturated fat and cholesterol may reduce the risk of heart disease and some cancers.”
Driving growth in the whole grain trend in foodservice is an increased knowledge about the benefits of whole grains and consumers demanding more nutritional meal options. In fact, nearly 90% of Americans know that whole grains should be part of a healthy diet, and a large majority wish to increase consumption. Chefs and operators can capitalize on this trend by using more whole grain brown rice in existing dishes, as well as creating new healthy menu items with rice that offer bold flavors and contemporary appeal.
“Rice is the most popular grain around the world, which makes brown rice a great choice for increasing whole grain intake,” says Joann Slavin, PhD, RD, whole grains expert and Professor of Food Science and Nutrition at the University of Minnesota. In fact, U.S. Dietary Guidelines recommendations, which are supported by all health professionals, encourage Americans to make at least half their daily grains “whole.”
Recent USA Rice Federation proprietary research with 350 commercial and non-commercial foodservice professionals further confirmed the growing demand for whole grain brown rice as a healthy menu option, with more than 51% of operators expecting their usage of brown rice to increase in the next year.
“The FDA action helps foodservice professionals and consumers to more clearly identify brown rice as a food that helps increase whole grain consumption and delivers many health and nutrition benefits,” said Anne Banville, Vice President of Domestic Promotion for USA Rice Federation. “We anticipate that as patrons continue to seek a wider variety of healthy menu offerings, the interest and usage of whole grain brown rice will only continue to increase, as seen by double-digit sales growth over the last few years.”
Both whole grain brown and enriched white rice are complex carbohydrates that are naturally low in calories, are sodium-, gluten- and cholesterol-free and have just a trace amount of fat, but no trans or saturated fat. Rice is nutritious, highly digestible, non-allergenic, and offers broad consumer appeal. Rice is ideal for those who are sensitive to or intolerant of gluten, commonly found in many grain-based foods. Whole grain brown rice contains 15 vitamins and minerals, including B-vitamins, iron, phytonutrients and 2 grams of fiber per one-half cup of cooked rice.
Restaurants and national chains alike are seeing the benefits of offering whole grains on their menus through customer satisfaction and profitability. The Whole Grains Council (www.wholegrainscouncil.org), a nonprofit consumer advocacy group, maintains a list of restaurants who offer whole grain items and conducts a Whole Grains Challenge in September in honor of Whole Grains Month.
For more information and whole grain brown rice recipes, visit www.MenuRice.com.
The USA Rice Federation is the national advocate for all segments of the rice industry, conducting programs to build awareness and usage of U.S.-grown rice. U.S. rice accounts for well over 80% of the rice consumed in America. It is grown and harvested by local farmers in five south central states and California according to the highest quality and cleanliness standards. The U.S. produces an abundance of short, medium and long grain rice, as well as specialty rices including jasmine, basmati, arborio, red aromatic and black japonica, among others. For more information, visit www.MenuRice.com.
