Oats, barley, and some food products made from cereal grains

Cereals are grasses (members of the monocot family Poaceae, also known as Gramineae)^[1] cultivated for the edible components of their grain (botanically, a type of fruit called a caryopsis), composed of the endosperm, germ, and bran. Cereal grains are grown in greater quantities and provide more food energy worldwide than any other type of crop^{[citation needed]}; they are therefore staple crops.

In their natural form (as in whole grain), they are a rich source of vitamins, minerals, carbohydrates, fats, oils, and protein. However, when refined by the removal of the bran and germ, the remaining endosperm is mostly carbohydrate and lacks the majority of the other nutrients. In some developing nations, grain in the form of rice, wheat, millet, or maize constitutes a majority of daily sustenance. In developed nations, cereal consumption is moderate and varied but still substantial.

The word cereal derives from Ceres, the name of the Roman goddess of harvest and agriculture.

History[link]

The first cereal grains were domesticated about 12,000 years ago by ancient farming communities in the Fertile Crescent region. Emmer wheat, einkorn wheat, and barley were three of the so-called Neolithic founder crops in the development of agriculture.

Production[link]

The following table shows annual production of cereals, in 1961,^[2] 2008, 2009, and 2010 ranked by 2010 production.^[3] All but buckwheat and quinoa are true grasses (these two are pseudocereals).

Maize, wheat and rice together accounted for 87% of all grain production worldwide, and 43% of all food calories in 2003,^[3] while the production of oats and rye have drastically fallen from their 1960s levels. Other grains that are important in some places, but that have little production globally (and are not included in FAO statistics), include:

• Teff, popular in Ethiopia but scarcely known elsewhere. This ancient grain is a staple in Ethiopia. It is high in fiber and protein. Its flour is often used to make injera. It can also be eaten as a warm breakfast cereal similar to farina with a chocolate or nutty flavor. Its flour and whole grain products can usually be found in natural foods stores.
• Wild rice, grown in small amounts in North America
• Amaranth, ancient pseudocereal, formerly a staple crop of the Aztec Empire and now widely grown in Africa
• Kañiwa, close relative of quinoa

Several other species of wheat have also been domesticated, some very early in the history of agriculture:

• Spelt, a close relative of common wheat
• Einkorn, a wheat species with a single grain
• Emmer, one of the first crops domesticated in the Fertile Crescent
• Durum, the only tetraploid species of wheat currently cultivated, used to make semolina
• Kamut, an ancient relative of durum with an unknown history

Farming[link]

A wheat field in Dorset, England.

While each individual species has its own peculiarities, the cultivation of all cereal crops is similar. Most are annual plants; consequently one planting yields one harvest. Wheat, rye, triticale, oats, barley, and spelt are the "cool-season" cereals.^{[citation needed]} These are hardy plants that grow well in moderate weather and cease to grow in hot weather (approximately 30 °C but this varies by species and variety). The "warm-season" cereals are tender and prefer hot weather. Barley and rye are the hardiest cereals, able to overwinter in the subarctic and Siberia. Many cool-season cereals are grown in the tropics. However, some are only grown in cooler highlands, where it may be possible to grow multiple crops in a year.

For a few decades, however, there has also been increasing interest in perennial grain plants. This interest developed due to advantages in erosion control, reduced need of fertiliser, and potential lowered costs to the farmer. Though research is still in early stages, The Land Institute in Salina, Kansas has been able to create a few cultivars that to produce a fairly good cropyield.^[5]

Planting[link]

The warm-season cereals are grown in tropical lowlands year-round and in temperate climates during the frost-free season. Rice is commonly grown in flooded fields, though some strains are grown on dry land. Other warm climate cereals, such as sorghum, are adapted to arid conditions.

Cool-season cereals are well-adapted to temperate climates. Most varieties of a particular species are either winter or spring types. Winter varieties are sown in the autumn, germinate and grow vegetatively, then become dormant during winter. They resume growing in the springtime and mature in late spring or early summer. This cultivation system makes optimal use of water and frees the land for another crop early in the growing season.

Winter varieties do not flower until springtime because they require vernalization: exposure to low temperature for a genetically determined length of time. Where winters are too warm for vernalization or exceed the hardiness of the crop (which varies by species and variety), farmers grow spring varieties. Spring cereals are planted in early springtime and mature later that same summer, without vernalization. Spring cereals typically require more irrigation and yield less than winter cereals.

Threshing; Tacuinum Sanitatis, 14th century.

Period[link]

Once the cereal plants have grown their seeds, they have completed their life cycle. The plants die and become brown and dry. As soon as the parent plants and their seed kernels are reasonably dry, harvest can begin.

In developed countries, cereal crops are universally machine-harvested, typically using a combine harvester, which cuts, threshes, and winnows the grain during a single pass across the field. In developing countries, a variety of harvesting methods are in use, depending on the cost of labor, from combines to hand tools such as the scythe or cradle.

If a crop is harvested during wet weather, the grain may not dry adequately in the field to prevent spoilage during its storage. In this case, the grain is sent to a dehydrating facility, where artificial heat dries it.

In North America, farmers commonly deliver their newly harvested grain to a grain elevator, a large storage facility that consolidates the crops of many farmers. The farmer may sell the grain at the time of delivery or maintain ownership of a share of grain in the pool for later sale. Storage facilities should be protected from small grain pests, rodents and birds.

Nutritional facts[link]

Some grains are deficient in the essential amino acid lysine. That is why a multitude of vegetarian cultures, in order to get a balanced diet, combine their diet of grains with legumes. Many legumes, on the other hand, are deficient in the essential amino acid methionine, which grains contain. Thus a combination of legumes with grains forms a well-balanced diet for vegetarians. Common examples of such combinations are dal (lentils) with rice by South Indians and Bengalis, dal with wheat in Pakistan and North India, and beans with corn tortillas, tofu with rice, and peanut butter with wheat bread (as sandwiches) in several other cultures, including Americans.^[6] The amount of crude protein found in grain is measured as Grain Crude Protein Concentration.^[7]

Standardization[link]

ISO has published a series of standards regarding cereal products and these standards are covered by ICS 67.060.^[8]

See also[link]

Food portal

References[link]

External links[link]

Wikimedia Commons has media related to: Cereals

Look up cereal in Wiktionary, the free dictionary.

• Home Grown Cereals Authority website
• Cereal Recipes
• Cereals by the Vegetarian Society
• Lost Crops of Africa : Grains

This biographical article needs additional citations for verification. Please help by adding reliable sources. Contentious material about living persons that is unsourced or poorly sourced must be removed immediately, especially if potentially libelous or harmful. (March 2007)

Ronald M. Popeil (born May 3, 1935 in New York City;  /poʊˈpiːl/)^[1] is an American inventor and marketing personality, best known for his direct response marketing company Ronco. He is well known for his appearances in infomercials for the Showtime Rotisserie ("Set it, and forget it!") and for using the phrase, "But wait, there's more!" on television as early as the mid-1950s.

Personal life and career[link]

Popeil learned his trade from his father, Samuel, who was also an inventor and carny salesman of kitchen-related gadgets such as the Chop-O-Matic and the Veg-O-Matic. The Chop-O-Matic retailed for US$3.98 and sold over two million units. The invention of the Chop-O-Matic caused a problem that marked the entrance of Ron Popeil into television. It turned out that the Chop-O-Matic was so efficient at chopping vegetables, that it was impractical for salesmen to carry the vegetables they needed to chop. The solution was to tape the demonstration. Once the demonstration was taped, it was a short step to broadcasting the demonstration as a commercial.

Popeil received the Ig Nobel Prize in Consumer Engineering in 1993. The awards committee described him as the "incessant inventor and perpetual pitchman of late night television"^[2] and awarded the prize in recognition of his "redefining the industrial revolution" with his devices.

In August 2005, he sold his company, Ronco, to Fi-Tek VII, a Denver holding company, for US$55 million. He said he plans to continue serving as the spokesman and inventor, but wants to spend more time with his family. As of 2006, he lives in Beverly Hills, California, with his wife, Robin Popeil and two of his five daughters. Ashley Tisdale is his cousin.^[3]

Although Popeil often receives credit for having been the first to use this phrase, "But wait, there's more," its origin is attributed to the State Fair JAM Auctioneers. The JAM Auctioneers also were the first to use the phrase, "How much would you pay?" Ed Valenti, founder and seller of the Ginsu knife added the word, "Now" to that phrase in the 1970s. Like the JAM Auctioneers of past, each time that question was asked, another item would be added to the sale, thus enhancing the audience's and potential buyers' perceived value of the purchase.^{[citation needed]}

Inventions[link]

Some of his better-known products, and their original sale pitches, include:

• Chop-O-Matic hand food processor. "Ladies and gentlemen, I'm going to show you the greatest kitchen appliance ever made ... All your onions chopped to perfection without shedding a single tear."
• Dial-O-Matic, successor to the Veg-O-Matic (and very similar to a mandolin slicer). "Slice a tomato so thin it only has one side."
• Popeil Pocket Fisherman. "The biggest fishing invention since the hook ... and still only $19.95!" (According to the program Biography, the original product was the invention of Popeil's father and only marketed by Ronco, but as of 2006, Popeil had introduced a redesigned version of the product.)^[4]
• Mr. Microphone: a short-range hand-held radio transmitter that broadcast over FM radios. A convertible rolls up to a curb and an enthusiastic young man shouts out "Hey, good looking, I'll be back to pick you up later!" followed by the pitch "Broadcast your voice on any FM radio!!!"
• Inside-The-Shell Egg Scrambler. "Gets rid of those slimy egg whites in your scrambled eggs." Popeil has said the inspiration for this product was his lifelong revulsion toward incompletely blended scrambled eggs.^[4]
• Six Star 20-Piece Cutlery Set
• Showtime Rotisserie, a small rotisserie oven designed for cooking smaller sized portions of meat such as whole chicken and lamb. "Set it, and forget it!"
• Solid Flavor Injector. This product accompanied the Showtime Rotisserie and was used to inject solid ingredients into meat or other foods. A similar product, called the Liquid Flavor Injector, allowed for the injecting of liquid ingredients into meat, e.g., lime juice into chicken.
• GLH-9 Hair in a Can Spray (Great Looking Hair Formula #9)
• Drain Buster
• Smokeless Ashtray: "Does cigar and cigarette smoke irritate your eyes?" Commercials showed this device drawing smoke from burning cigarettes back into the ashtray itself.
• Electric Food Dehydrator: "Instead of giving kids candy, give them apple snacks or banana chips. And it's great if you're a hunter, fisherman, backpacker, or camper. Makes beef jerky for around $3 a pound, and you know what went in it, because you made it yourself!"
• Ronco Popeil Automatic Pasta Maker
• The Cap Snaffler: "Snaffles caps off any size jug, bottle, or jar ... and it really, really works."
• The Showtime Six Star Plus 25 Knife Set and the Solid Flavor Injector: "Three easy payments of $13.33!"

Popular culture[link]

Ron Popeil's success in infomercials, memorable marketing personality, and ubiquity on American television have allowed him and his products to appear in a variety of popular media environments including cameo appearances on television shows such as the X-Files,^[5] Futurama^[6][7] King of the Hill,^[8][9] The Simpsons,^[10] Sex and the City^[11] and The Daily Show.^[12] Parodies of Popeil's infomercials were done on the comedy show Saturday Night Live by Dan Aykroyd^[13] and Eddie Murphy^[14] and the "Veg-O-Matic" may have provided comedian Gallagher inspiration for the "Sledge-O-Matic" routine since the 1980s. Additionally, the professional wrestling tag team The Midnight Express dubbed their finishing move the Veg-O-Matic. In Futurama he is said to have invented the technology to keep heads alive in jars.

Popeil was voted by Self Magazine readers as one of the 25 people who have changed the way we eat, drink and think about food.^[15]

Popeil has been referenced in the music of Alice Cooper, The Beastie Boys, and "Weird Al" Yankovic, who wrote a parody song entitled "Mr. Popeil" which was a tribute to Ron Popeil's father, Samuel Popeil. Ron Popeil later used this song in some of his infomercials.

In Malcolm Gladwell's book What the Dog Saw: And Other Adventures, Ron Popeil is interviewed and many of his products, most notably the Veg-O-Matic and Showtime Rotisserie, are discussed. The article was first published in The New Yorker in 2000.^[16]

Notes[link]

Further reading[link]

• Timothy Samuelson (2002). But Wait! There's More!. Rizzoli. ISBN 0-8478-2431-4. 
• Rob Popeil (1995). The Salesman of the Century. Delacorte Press. ISBN 978-0-385-31378-0. 
• Malcolm Gladwell (2009). What the Dog Saw: And Other Adventures. Little, Brown and Company. ISBN 978-0-316-07632-6. 

External links[link]

• Synopsis of the Biography of Ron Popeil on A & E
• A short biography of Ron Popeil
• Ronco.com
• But Wait, There's More! from FreeEnterpriseLand.com
• Slide show of Ronco products
• He Invents! Markets! Makes Millions!
• All Things Popeil gallery
• But Wait! There's More! NPR coverage of a 2002 biography by that title
• Watch Classic Ronco Infomercials^{[dead link]}