Popularization of Whole-wheat Flour Products
Despite historical consumer preference for refined flour and the traditionally higher per-unit cost of whole grain, whole-wheat flour products are ascendant largely due to changing consumer attitudes. The Whole Grains Council industry association reports an approximate doubling of the whole-wheat flour production over the course of the years 2003 to 2007. In another visible example, whole-wheat bread has reached approximate parity with soft white bread as measured by slice volume in the United States; as of 2010, whole-wheat bread narrowly exceeds soft white bread as measured by dollar volume.
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