Indeed, UPF remains a nebulous term, and its use has stirred misconceptions among consumers, administration officials and lawmakers, said Erin Ball, executive director of the Grain Foods Foundation (GFF). “There’s room for messaging about staple grain foods,” Ball said. “But I think what happens in the refined grains dialogue is we’re seeing a lot of confusion from policymakers that refined grains really mean treats. “Actually, American consumption data shows that people do eat fewer treats, and staple grain foods get left out of the dialogue. “So there is a huge potential impact, and that is why we work closely with our clients like the Grain Foods Foundation to submit comments,” she added.