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This study assessed knowledge, attitudes, and normative and barrier beliefs of members of the American Association of Cereal Chemists about the production of whole grain foods. A total of 212 returned questionnaires were used in the analyses. Respondents had a fair knowledge of whole grain foods and positive attitudes about consumer-health and personal/company benefits. Scientific findings provided important normative influences for respondents from academia, while consumer needs and interests were influential for those in industry. Barriers included issues regarding consumer needs as well as beliefs about cost and product quality. Industry respondents may need to see stronger consumer demand before promoting production of whole grain foods.