Possible Clues:

• An old type of wheat
• Rustic bread ingredient specified in letters
• Wheat's second skin?
• Made up a word for cereal
• Like H-U-M-O-U-R
• Small pepper is something seen as health food
• Said 'C-O-L-O-U-R,' e.g
• Type of grain
• Went letter by letter, British-style
• Inferior wheat