Inclusion of whole grains (WG) in the diet is recommended in dietary guidance around the world because of their associations with increased health and reduced risk of chronic disease. WGs are linked to reduced risk of obesity or weight gain; reduced risk of cardiovascular disease (CVD), including coronary heart disease (CHD), hypertension, and stroke; improved gut health and decreased risk of cancers of the upper gut; perhaps reduced risk of colorectal cancer; and lower mortality rate. The 2005 United States Dietary Guidelines Advisory Committee has recommended that consumers make "half their grains whole." Yet, whole grains are puzzling both consumers and scientists. Scientists are trying to determine whether their health benefits are due to the synergy of WG components, individual WG components, or the fact that WG eaters make many of the recommended diet and lifestyle choices. Consumers need to understand the WG benefits and how to identify WG foods to have incentive to purchase and use such foods. Industry needs to develop great-tasting, clearly-labeled products. With both these factors working together, it will be possible to change WG consumption habits among consumers.