Cereals are grasses cultivated for the edible components of their grain, 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; 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. Questions: How much cereal is consumed annually in the U.S.? What is the most popular ceral brand? What is the total annual cereal sales revenue?