• G Egger, K Wolfenden, J Pares, and G Mowbray.
• Discipline of Behavioural Science, Faculty of Medicine, University of Newcastle, NSW.
• Med. J. Aust. 1991 Dec 2; 155 (11-12): 820-1.

ObjectiveTo test the effects on laxative sales of two methods of promoting increased consumption of wholemeal/wholegrain bread by the elderly.DesignCommunity intervention trials were carried out in two test communities and one control community on the mid-north coast of New South Wales.ParticipantsSmall retirement communities with a high proportion of the population aged over 55 years.InterventionsA community organisation strategy (COS) involving the media, community activities and social marketing principles using the theme "Bread: It's a Great Way to Go" was compared with a patient education strategy (PES) through local doctors and a control community (CON).Main Outcome MeasuresWholemeal/wholegrain bread sales and laxative sales.ResultsThere was a 49% decrease in laxative sales corresponding to a 58% increase in sales of wholemeal/wholegrain bread in the COS community but no significant changes in either the PES or CON communities.ConclusionsThe study suggests a positive, cost effective approach for increasing fibre intake and improving gastrointestinal problems in the elderly.

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