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Factors influencing the use and consumption of brown rice in Chinese restaurants (1019.10)
Author(s) -
Liu Ting,
Wang Xiaochun,
Marquart Len
Publication year - 2014
Publication title -
the faseb journal
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.709
H-Index - 277
eISSN - 1530-6860
pISSN - 0892-6638
DOI - 10.1096/fasebj.28.1_supplement.1019.10
Subject(s) - brown rice , white rice , consumption (sociology) , business , advertising , marketing , agricultural science , food science , environmental science , sociology , biology , social science
The purpose of this study was to examine factors influencing the current use of whole grains and the acceptability of brown and white rice in Chinese restaurants. Thirty Chinese restaurants in the Twin Cities metro area participated in the study. Fifteen restaurants used brown rice, while fifteen only served white rice. Based on a questionnaire, face‐to‐face or phone interviews were conducted with a manager/owner of each restaurant. Plate waste data were collected by trained observers for brown rice consumers (n=200) and white rice consumers (n=153). Data were analyzed using a t‐test and analysis of variance. Brown rice was a motivator to attract health conscious consumers, while low customer request was the major constraint for non‐use. Authentic (family‐owned) Chinese restaurants are less likely to use brown rice than chain restaurants. The mean percentage of brown rice waste was significantly lower than white rice (p=0.02), based on an 8.7 oz. serving. The age range did not markedly affect the consumption of brown rice (p=0.425). Based on plate waste data, the availability of brown rice in certain restaurants increased consumption. Additional efforts throughout the food system are necessary to deliver more affordable whole grains to restaurants that are highly acceptable by restaurant clientele.