The Ration

From: Ronald Bourque

Message: On any label that lists “wheat flour,” it should note that it is white flour.  I think that many consumers might assume that wheat flour is whole wheat flour.  Presently, the food processing industry likes to use the term wheat flour, knowing very well that many consumers mistakenly assume it is whole wheat.

Years ago, white flour was merely listed as “white flour.”  Everyone understood that white flour was made from wheat. If the ingredient were soy, rye, corn or oat flour, it would never be listed as white flour.

The term “wheat flour” is intended to mislead the consumer.  When white flour is the ingredient, it should be designated “white flour,” not wheat flour.