Every week, millions of Canadians enjoy their morning toast, lunch wraps and pasta dinners and countless other wheat-based foods without realizing they’re consuming one of the country’s most exported crops. While Canada produces high-quality nutritious wheat that reaches tables across the globe, a surprising disconnect exists at home: 93% of Canadians consume wheat products weekly, yet few understand the substantial health benefits found in these everyday staples.

The What About Wheat? initiative aims to close this knowledge gap by informing Canadians about the nutritional benefits of wheat—a mission that’s becoming increasingly important as dietary misinformation spreads.

The Challenge: Misinformation vs. Nutrition Science

Gluten-free trends, fad diets, and social media messaging often encourage Canadians to reduce or eliminate wheat-based products from their diets. However, wheat-based products provide significant contributions to a healthy diet and removing them can lead to reduced intake of key B vitamins, dietary fibre, iron and folic acid.

Research from the Canadian Community Health 2019 Survey reveals that nutritional knowledge acts as a buffer against misinformation. The data suggests that consumers with a better understanding of nutrition are less likely to fall for misinformation that encourages the elimination of nutrient-dense foods like whole grains.

Insights like the results of this survey demonstrate that education, not just trends, drives lasting dietary change. For wheat—already consumed by nearly all Canadians—this research suggests there is potential to transform routine consumption into intentional, health-conscious choices.

Evidence-Based Messaging for Health Professionals

Since accurate information is critical in developing healthy habits, What About Wheat? has developed key messages that dietitians and nutrition communicators can use to educate their audiences:

• Supporting Digestive Health
  Pasta and whole grain products offer significant digestive benefits through their low glycemic index properties. The unique structure of proteins and fibre slows digestion, allowing sugars to be absorbed more slowly which moderates blood sugar responses after eating. Even grain-based leftovers provide additional benefits—cooking, cooling and reheating wheat-based foods like pasta and bread creates retrograded starch, which further moderates blood sugar response and supports digestive health through the creation of short chain fatty acids.

• Plant-Based Protein Powerhouse
  Wheat can support protein intake goals. A single serving of pasta provides six to eight grams of protein, transforming everyday comfort foods into nutritious choices. Wheat protein is found in foods made with both whole grain and refined flour, ensuring nutritional benefits across all food choices.

• The Answer is Fibre
  Foods made with whole wheat are a source of dietary fibre which aids in digestion, supports your beneficial gut bacteria and can make you feel fuller longer. Canadian adults need between 25-38 grams per day of dietary fibre and most are not reaching this goal. Adding two tablespoons of wheat germ to your cereal or smoothie can help support your fibre goals.

Building Professional Networks and Knowledge

The What About Wheat? initiative recognizes that informed consumers make empowered choices. By ensuring Canadians understand the nutritional value of wheat consumption, the program strengthens both individual health outcomes and supports the domestic wheat market.

As part of its programming, What About Wheat? recently hosted a two-day exclusive retreat that brought together nutrition professionals and content creators for an immersive educational experience at Cereals Canada facilities. This hands-on approach helps dietitians and nutrition communicators access the latest research, learn practical applications and ask questions that allow them to meaningfully connect with their audiences.

Through education, collaboration, and strategic communication, What About Wheat? is working to transform how Canadians think about one of their most consumed foods. The initiative demonstrates that understanding nutritional benefits is essential to maintaining wheat’s rightful place Canadian’s plate—not simply through marketing, but through science-based education.

Learn more about wheat nutrition at What About Wheat?

Watch highlights from the 2025 Wheat Retreat: