When reading the news in September, one thing cannot be ignored: from September 5th to 7th, the 8th China Grain Trading Conference was held in Changsha, with a transaction amount of 87.871 billion yuan.
But compared to the sales figures, I am more concerned about another signal - in the most prominent position of the exhibition hall, what is displayed is no longer just polished rice and white flour, but the three words "whole grain".
Whether an industry is truly on the rise depends on whether policies, scientific research, and enterprises can sit down at the same table. This week, they did sit down together.
First, let's talk about the scale of this national exhibition where whole grains take center stage. Over 3,100 enterprises and more than 20,000 industry participants exhibited, covering an exhibition area of nearly 100,000 square meters. The transaction and intended signing of various grain and oil products amounted to 29.2 million tons, setting a record for the previous editions.
More noteworthy than the scale is the "Provincial Implementation Seminar on the Whole Grain Action Plan" held concurrently on September 5. Organized by the Grain Trading Coordination Center of the National Food and Material Reserve Bureau, the food departments and enterprises from Hunan, Yiyang, and Nan County gathered to discuss not "whether whole grains are good or not", but "how to implement it at the provincial level, how to promote it in canteens, and how to match supply and demand".
My view: Whole grains are transitioning from being a niche concept in the health community to becoming a formal component of national food strategies. By the end of 2024, seven departments jointly issued the "National Whole Grains Action Plan", which was also included in the "15th Five-Year Plan" outline this year, and local governments have begun to deliberate on the implementation details. This path has covered a distance in one year that took the past ten years to traverse.
For those in the germinated brown rice industry, the most exciting thing is not the recognition of the concept, but the beginning of a "path".
II. The country did some math: how much is a bowl of brown rice worth? During the exhibition, a CCTV report titled "From Nutritional Upgrade to Food Security: A Look at the National Math Problem of a Bowl of Brown Rice" went viral in the industry.
The report provided two figures that left a deep impression on me.
One is the nutritional aspect: the dietary fiber content per 100 grams of brown rice is 4 to 5 times that of white rice, equivalent to eating an extra plate of leafy greens. B vitamins and minerals are almost all hidden in the husk and germ that are removed during polishing.
Another aspect is the national account: If half of the rice and wheat in the country are processed into whole grains, the country can have an additional nearly 20 million tons of grain each year - equivalent to an additional 50 million mu of "invisible fertile land" out of thin air, enough to feed a megacity with a population of tens of millions for more than a decade.
The picture shows that brown rice has 3.78 times the dietary fiber, 11 times the GABA, and 2.5 times the vitamin B1 of sprouted brown rice (data source: Baidu Encyclopedia/Kepu China). My view: In the past decade or so, the promotion of brown rice and whole grains has almost always been "good for your health", focusing on personal health. This time is different, as the country has begun to promote it as "good for food security".
For the first time, personal health and national accounts are linked, making whole grains a truly long-term commitment. When it comes to ordinary households, it boils down to one sentence: switching to a different type of rice not only nourishes oneself but also conserves grain. This is a deal that can't be beat.
III. Is sprouted rice more worth eating? This week, there was another down-to-earth science popularization that became popular: Is food toxic after sprouting?
The image depicts the gradual grinding process from rice husk to polished rice, comparing the retained parts and nutrients at each stage
Many people's first reaction is to think of potatoes - sprouted potatoes are not edible. However, grain sprouting is a completely different matter. After sprouting, brown rice becomes not only easier to digest and has a softer texture, but some of its nutrients also double, while activating the production of new nutrients, such as gamma-aminobutyric acid (GABA) - a component associated with calming the nerves and enhancing brain function.
My view: The popularity of this science popularization indicates that the public's understanding of "sprouted brown rice" is still in its early stages. Many people are hearing for the first time that "rice can actually sprout and be eaten".
This is precisely an opportunity. Brown rice is nutritious, but it is difficult to cook, chew, and has a coarse texture, which puts off most families. Sprouting just removes part of this "texture barrier" - the grains become soft, easier to cook and digest, and the nutrition is even better.
Whole grains are not lacking in nutrition; what they lack is a compelling reason for people to consume them daily. Whoever can first achieve the trifecta of deliciousness, convenience, and nutrition will reap the benefits.
4. Beyond the policies, enterprises and scientific research have been busy this week as the industry has already started moving.
In Tianjin, Rongcheng Wenjian Group has released a new series of germinated rice products, utilizing the "Tai Rong No.1" rice variety and employing a gentle and moderate light milling process, achieving a germination rate and germination integrity exceeding 90%.
In Hubei, Shuangzhu Food has launched a new product of germinated brown rice, leveraging the resources of Zhuxi tribute rice. The product is highlighted for its enrichment in γ-aminobutyric acid and dietary fiber, transforming the local specialty rice into a functional staple food.
The underlying support is even more crucial: as of now, 18 standards for various types of whole grains have been formulated and revised at the national level, initially establishing a standard system for whole grains. Whole grain foods are required to contain no less than 25% whole grains, and the industry finally has a unified "yardstick".
My view: From varieties and processes to standards and brands, the industrial chain of whole grains is being pieced together one piece at a time. Deeply processed products such as germinated brown rice are moving from laboratory stories to shelf merchandise.
When there are no standards, anyone can claim to be a whole grain product; once standards are established, only companies that take their products seriously will not be dragged down by inferior quality and low prices. For consumers, identifying standards and understanding ingredients is more effective than listening to any stories.
Looking back at the end of this week, my overall feeling is that the country has already set the stage for the whole grain chess game. Now it's up to the enterprises to figure out how to put the pieces in the people's bowls.
Trends won't change decades-old eating habits overnight. But every family willing to serve brown rice or sprouted brown rice at the table is voting with their rice bowls.
How far can sprouted brown rice go? It doesn't depend on how advanced the concept is, but solely on whether it is truly tastier, more convenient, and more worthwhile.
This week's whole grains deserve to be noticed. Starting next week, they deserve to be eaten.
Material source: official account: Mengya Fresh Sprouted Brown Rice