BOSTON — Whole grain pioneers and pacesetters and whole grains’ role in the new 2010 Dietary Guidelines for Americans are among the topics of discussion on tap for Whole Grains: the New Norm. The consumer, scientific and culinary conference sponsored by the Whole Grains Council is set for Jan. 31-Feb. 2, 2011, at The Nines Hotel in Portland, Ore.

The theme of this year’s conference will focus on the idea that whole grains have become the default, rather than the exception, in a number of cases. The conference will spotlight and celebrate the many food service operations, magazines, schools, government policies, and other circumstances where whole grains now are served, depicted, and hailed, automatically, as the norm, according to the W.G.C.

Among the keynote session speakers scheduled to participate are:

• Cynthia Harriman, director of food and nutrition strategies at Oldways and the W.G.C. Ms. Harriman will discuss surprising evidence that whole grains have gone mainstream.
• Jerry Burger, Ph.D., professor of psychology at Santa Clara University. Dr. Burger will discuss how and why social norms affect consumers’ behavior.
• Penny Kris-Etherton, Ph.D., professor of nutrition at Penn State University. Dr. Kris-Etherton will talk about whole grains and health, including a round-up of the latest research.
• Joan Lyon, M.S., R.D., U.S. Department of Agriculture Center for Nutrition Policy and Promotion. Ms. Lyon will provide insight into whole grains and their potential role as part of the 2010 Dietary Guidelines for Americans.
In addition to the keynote sessions, the conference will feature a panel of four manufacturers who will discuss how they have made whole grains the norm, a panel of magazine editors and bloggers who depict whole grains as the norm, and whole grain pioneers and pacesetters. Additionally, multiple whole grains cooking demos will be held throughout the conference.

For full details on the conference or to register visit