Shrinking the Price Gap for Whole Grains

Abstract

Whole grains have historically cost more than refined grains, creating an additional barrier to consumer acceptance. Although this price gap has diminished over the past few years, the ideal outcome would be to see whole grain foods achieve price parity with refined/enriched grain foods. The price premium for whole grain foods is due to many reasons, including processing issues and supply-and-demand. While the gap is indeed closing, especially since 2005, when the Dietary Guidelines changed and the Whole Grain Stamp was introduced, regional and category differences still exist. There are many knowledge gaps in this area, because government data lag years behind current time. (A recent USDA ERS report on this topic included information only through 2006-2007.) However, official data are not key to understanding this problem: a trip through a typical grocery store confirms the state of the situation.