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The purpose of this study is to investigate genetically modified food labeling effects on dietary restrained consumers’ perception and purchase intention based upon various labels and food type – whole versus processed.

A 2 (food type: whole vs processed) × 2 (product label: genetically modified organism [GMO] vs nongenetically modified organism [non-GMO]) research design was used in two steps. In the first step, the authors distributed 1,000 surveys, of which 858 surveys were used, and in the second step, the authors distributed 1,000 surveys and were able to use 891 surveys.

Results show that respondents with higher levels of dietary restraint have higher levels of perceived healthfulness. In addition, respondents with higher perceived healthfulness levels have a higher level of purchase intention for whole/GMO products, whole/non-GMO products, processed/GMO products and processed/non-GMO products. Moreover, the results show that individuals have higher purchase intention for whole/non-GMO than the whole/GMO products, whole/GMO than the processed/non-GMO products and processed/non-GMO than the processed/GMO products.

A future longitudinal study with assigned tracking numbers is suggested. Given that four different blocks were randomized, comparing data among individual participants would be interesting, as the ability to compare responses would be feasible among the four separate blocks.

The results of this study may assist the government in policy development, food manufacturers in labeling techniques used and consumers by increasing transparency and information availability.

Whole Foods and Wild Oats were both natural- and organic-food stores that competed for similar customers on values such as high-quality and healthy products, excellent customer service, knowledge of products, and an enjoyable shopping experience. In February 2007, Whole Foods announced that it would purchase a smaller but formidable competitor, Wild Oats. There was tremendous geographic complementarity involved: The merger would give Whole Foods the largest footprint within the natural- and organic-grocery industry in North America.

The health benefits of whole grains are well established, yet intake remains below recommendations. Knowledge and familiarity with whole grains may increase short-term intake, but sensory properties can limit consumption. These factors usually are researched separately, thus, this study aims to explore the relationships among sensory liking, knowledge, attitudes and intake.

This cross-sectional study had 69 college students participate in four tasks: sensory liking of whole vs refined grain bread, rice, pasta and tortillas; bitter taster status; knowledge and attitudes; and intake of whole grains.

Whole wheat bread and tortillas were liked, as well as their refined grain counterparts. However, white rice and pasta were liked significantly more than the whole grain products (p < 0.05), which are less familiar to most people. Higher consumers of whole grain foods preferred those samples to the refined product for some sensory attributes (p < 0.05). Bitter taster status was not related to sensory preferences. Understanding and recognition of whole grains was low, but attitudes were generally positive. Whole grain intake was overestimated by the food frequency questionnaire because of problems with the instrument and also subjects’ lack of understanding about these foods.

The link between preference and consumption warrants further study. The survey used to measure whole grain intake was a limitation and demonstrates the need for an accurate and efficient tool. Although knowledge about whole grains is limited, the positive attitudes expressed by participants can strategically inform outreach. If people believe that they consume more whole grains than they actually do, they may have a false sense of security. Further research with different age groups and a wider variety of foods is needed.

Participants overestimated their consumption of whole grain foods, indicating that consumers may think that they are meeting recommended amounts but they are actually deficient in whole grain intake; thus, improved education and promotional efforts are needed.

Few studies examine the inter-relationships among sensory preference, bitter taster status, knowledge, attitude and intake of whole grains.

This case focuses on valuation using various methods to price a firm. Students attempting this case should know the basics of how to value a company using discounted cash flow, comparable multiples and comparable transactions. Students will need to calculate the weighted average cost of capital using comparable companies and the capital asset pricing model and determine differences in value created by an acquisition vs a leveraged buyout (LBO). The case also discusses qualitative issues in mergers, such as fit between target and acquirer, integration issues, potential high debt from LBO.

This case was library-researched, using Amazon and Whole Foods public filings and business press papers.

Whole Foods Markets received a buyout offer from Amazon. Whole Foods could solicit offers from other firms, including firms more directly in the grocery business. Whole Foods also considered a management buyout or purchase by a private equity firm. Whole Foods had underperformed, with a falling stock price and reduced profitability. Amazon’s bid was attractive, a premium of about 40 per cent over Whole Foods’ pre-merger stock price. Whole Foods also wanted to consider issues such as culture. Whole Foods’ strategy was to sell organic foods at premium prices, while Amazon was a retail discounter with a largely online business.

This case is appropriate for graduate students at the end of their introductory course or for graduate or undergraduate students in a corporate finance elective, particularly a merger/restructuring elective. The case has been used in an advanced undergraduate finance elective, with a team presenting the case to the class, with remaining students in the class required to write case summaries and questions for the presenting group.

The paper aimed to explore the factors leading to lower rates of whole grain consumption amongst the Malaysian adult population according to the Reasoned Action Approach (RAA) model.

This paper employed a qualitative approach to explore the factors that influence whole grain consumption. Individual interviews were conducted online amongst Malaysian adults aged 18 years and above who purchase groceries and are responsible for food preparation at home. Interviews were transcribed verbatim and analysed thematically using the NVivo version 12 software.

A majority of the respondents (N = 30; mean age = 39.2 years old) were females (n = 19, 63.3%) and lived in urban areas (n = 23, 76.7%). Even though over 86.7% of respondents (n = 26) had consumed whole grain products, a majority of them had inadequate knowledge surrounding whole grains (n = 25, 83.3%). Predominant barriers to whole grain consumption were perceived cost (n = 30, 100%), dislikes towards the sensory aspects of whole grain foods (n = 28, 93.3%), inadequate knowledge in identifying whole grains in foods (n = 25, 83.3%), poor awareness (n = 25, 83.3%), lack of knowledge in preparation of whole grain foods (n = 25, 83.3%), a wide variety of other tasty cuisine alternatives in Malaysia (n = 25, 83.3%), low availability and accessibility of whole grain products (n = 18, 60%), cultural eating behaviours (n = 17, 56.7%) and family influence (n = 16, 53.3%). Besides that, having a longer preparation time, restrictive diets and social influences were minor barriers.

This study addresses the barriers that should be highlighted in future health educational interventions, and presents a challenge to the food industry to develop whole grain foods which are easily accepted by consumers.

This is the first paper to outline the factors associated with poor consumption of whole grains amongst the Malaysian adult population.

The case highlights Mike Gilliland, who built a single organic foods store in 1987 in Boulder, Colorado, into Wild Oats Markets, a chain of natural foods stores that by 2001 had annual sales of $1 billion and stores in 38 states. The case includes a history of the natural foods business and explores why Gilliland's timing was so favorable. By the 1980s, when Gilliland got started, the natural foods business had grown and matured, consisting mostly of small specialty stores selling locally grown natural foods. Although the industry was created by the California counter-culturists, it was built into a national phenomenon by the second generation of leaders, including Gilliland and Whole Foods founder John Mackey. The natural foods industry was clubby and congenial until Gilliland sought to grow his business beyond Boulder, Colorado, expanding into four states, including California. Mackey responded by moving into Boulder. Whole Foods became the nation's number one natural foods seller by the early 1990s. Whole Foods went public in 1992, and Wild Oats, in 1996. Whole Foods's success had begun to erode Wild Oats's market share, hurt sales growth, and depress the stock price. Gilliland favored taking Wild Oats in a new direction, modeled after Henry's Marketplace, a San Diego chain that Wild Oats had purchased in 2000. Henry's approach was to offer a product mix that appealed to a broader range of people than did the natural foods stores. Henry's competed effectively with Whole Foods because it had a different customer base; the stores were cheap to build if the company wanted to expand; and the company had showed sustained growth since its founding in 1943. But the Wild Oats board of directors disagreed, opting instead for continuing on the same path. The board also expressed an interest in replacing Gilliland. He now had to weigh his options and contemplate leaving the company he had nurtured for the past twenty

This case can be used to examine the importance of long-range planning. Entrepreneurs tend to be reactive; they often succeed because they seize opportunities when they become available. The ability to recognize an opportunity and to seize it is an important entrepreneurial strength, but it can prove fatal if not balanced with proactive strategic planning.

The health-promoting schools (HPSs) framework has emerged as a promising model for promoting school connectedness in the school setting. The purpose of this paper is to explore the potential for food practices to promote school connectedness within a HPSs framework.

This study explores food practices within a New Zealand secondary school by using an ethnographic methodology, with interviews and observations, to explore in-depth the range of food practices that occurred within the school across a whole school year. Thematically the data were ready for school connectedness indicators across the recorded events, and categorically the practices were coded according to their level of occurrence within the HPS framework.

The findings showed that food practices occurred across class- and school-level organisation, ethos, environment, and community partnerships, and indicated that they may be valuable assets for a HPS approach to school connectedness. By integrating the findings of the present study with previous literature the authors suggest a HPS framework for promoting school connectedness through food practices.

This paper contributes to the emerging research on whole-school approaches to building school connectedness, and provides a first contribution on the value of food practices for school connectedness.

The purpose of this paper is to evaluate the latest mounting evidence reporting associations between the important role of whole grains and fibre in lowering the risk of chronic diseases and health.

A general systematic review was conducted to locate and summarise up-to-date published studies within the field. A Medline search identified human-controlled trials and observational studies published in the past five years.

A total of 49 studies were identified. In observational studies, higher intakes of whole grain and dietary fibre were associated with a significantly lower risk of cardiovascular disease, diabetes, abdominal adiposity and certain cancers. This was further supported by human intervention trials, which reported benefits for appetite control, blood lipid levels, glycaemic control, digestive health and secondary cancer prevention. Mechanisms may relate to the micronutrients and phytonutrients present in high fibre foods.

Practical advice is needed to help people identify foods rich in whole grains, e.g. breakfast cereals. UK fibre recommendations should be aligned with European guidelines and food labelling regulations, and a whole grain dietary recommendation, e.g. similar to the US guideline of three portions a day, could be introduced. Government and industry should play a role in communicating dietary fibre guidelines and the health benefits associated with whole grain and fibre, particularly insoluble fibre.

This paper develops knowledge about whole grains, health and the importance of establishing whole-grain dietary recommendations.

This study aims to explore the facilitators that could help to improve the consumption of whole grains in the Malaysian adult population.

A total of 30 individual in-depth interviews were conducted online. Malaysian adults aged a minimum of 18 years old and responsible for grocery shopping and food preparation at home were included in the study. The interviews were transcribed verbatim and analysed thematically.

More than half of the participants were females (63.3%), with a mean age of 39.2 years old, and from urban areas (76.7%). Whole-grain cookbook development was the most commonly mentioned facilitator (100%), followed by cost reduction (86.7%), whole grains education (83.3%), awareness of whole grains (53.3%) and enhanced accessibility and availability of whole grains (63.3%). The least mentioned facilitator was improving product labelling (23.3%), creating a habit/lifestyle that encourages the consumption of whole grains in daily life (23.3%) and peer encouragement (10%).

This study addresses the facilitators that should be emphasised in future nutrition intervention studies. The cookbook was perceived to be an effective facilitator to improve the consumption of whole grains in Malaysia. The researchers anticipate that the study findings may improve whole-grain consumption among the Malaysian population.

To the best of the authors’ knowledge, this is the first paper to outline the facilitators to improve the consumption of whole grains amongst Malaysian adults.

The purpose of this paper is to evaluate the impact of delivering healthy eating messages through an interactive health corner (HC) on improving healthy dietary habits in participants.

Self-administered questionnaires were administered to participants after the education session. In total, 5,292 valid questionnaires were obtained, yielding a response rate of 93.3 per cent. In the last three months of the pilot study, a random sample of 305 from 1,493 participants was chosen and followed up six months later. Bivariate analysis was used to study the association of knowledge gained and attitude. Behavioural change was measured in terms of whether participants had reported an increase in their consumption of healthier food.

Majority (>98 per cent) of participants reported that the HC corner was useful, and had helped increase their awareness and knowledge of creating healthier meals and making healthier food choices. 95.7 per cent were willing to make changes after visiting the HC. At six months follow-up, 84 per cent of the participants reported positive changes in their dietary habits. Those who made positive changes were younger (mean age: 58.0 years) compared with those who did not (mean age 61.0 years, p=0.035).

Incorporating cooking demonstrations as part of nutrition education is effective in inculcating healthy eating practices and changing self-reported eating habits in the short term. Further research is needed to verify actual change in eating habits and to determine if this change is sustainable in the long run.

Currently, no similar initiative has been implemented and studied to evaluate the effectiveness of this mode of health promotion in a primary care setting. This study will help the authors to evaluate if the intervention was effective in changing attitudes and behaviours after an education session at the HC.