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The Food Issue
2017
grainswest.com41
wheat, reflected in a vast number
of wheat-based food choices,
including cereals, breads, pasta,
pastries and other baked goods.
Few ingredients are as well rep-
resented in culinary creations
around the world and flexible
enough to be enjoyed for break-
fast, lunch, dinner, snacks and
even dessert.
A SIMPLE CHOICE
Given the many assets of whole-
grain Alberta wheat, and con-
sidering consumer priorities, the
theme of the campaign became
clear.
“‘Life’s simple ingredient’ just
seemed to fit on so many levels,”
said Katie Samoleski, account di-
rector with AdFarm, who worked
with AWC on the campaign. “It ties
into the healthy lifestyle that wheat
supports and the idea of enjoying
time with family in the kitchen or
savouring food together. It’s about
the products we love to eat and
feel good about eating.”
In this context, “simple” has a
double meaning. Not only does it
represent happy and healthy fam-
ilies making sound food choices,
but it also celebrates the simplic-
ity of wheat itself in this age of
highly processed menu options
that are quickly falling out of fa-
vour with the health-conscious.
“Our approach to food has re-
ally changed over the last five or
six years,” said chef Lisa Ruscica,
chief food ambassador for Kids
& Company, which operates 95
child care centres across Canada.
In addition to being a member of
the program advisory committee
for George Brown College’s Cana-
dian Food and Nutrition Program,
Ruscica belongs to the Canadian
Society of Nutrition Management.
“People are more aware of
what they eat now than ever be-
fore,” she said. “At the same time,
they often think they are making
healthy choices when there may
be a lot of other stuff in the prod-
ucts they buy that is detrimental.”
That’s why everything Kids
& Company serves to children
is made from scratch, and why
whole-grain wheat figures prom-
inently on the menu. “We serve a
morning snack, lunch and after-
noon snack, and wheat is a big
component of all three,” she said.
How big? How about whole-
wheat bagels, pancakes, banana
bread, tortillas, pasta, crackers,
and even tasty yet healthy treats
like apple crisp and blueberry
muffins?
While parents appreciate the
nutritional value of whole-wheat
products, “the kids love the taste
and texture,” said Ruscica. “These
foods are not too sweet or sour,
and the taste buds of children are
highly attuned as they have yet
to be desensitized by coffee or
smoking.”
THE SIMPLE TRUTH
Despite certain highly hyped fad
diets, you won’t see any carb
cutting in Ruscica’s kitchens.
“Carbs provide fuel for your
brain and energy for your body,
as well as critical fibre for reduc-
ing cholesterol,” she said. “The
reason you get carbohydrate
cravings is that your brain needs
it to function properly and grains
are the best source of carbs you
can find.”
That may help explain why
wheat is a staple around the
globe.
“Whether it’s pitas and tzatziki
in the Middle East or tacos and
burritos in Mexico, wheat is part of
almost every culture,” said Rusci-
ca. “Ever since the days of hunting
and gathering, it was about eating
a balanced diet, and that’s still our
focus today.”
Of course, things have changed
over the years.
“My generation was very
brand loyal, so if you liked Coke
you didn’t switch to Pepsi,” said
Ruscica.
While kids today are less averse
to change, there’s one area
where Ruscica said they won’t
waver if you start them on the
right foot.
“If you as a family make a con-
scious choice to only eat whole-
grain and whole-wheat products,
your kids will eat that way for the
rest of their lives,” she said.
So it’s no wonder they’re calling
wheat “life’s simple ingredient.”
When you find something that is
nutritious, delicious, versatile and
good for your body and brain,
you simply can’t go wrong.