Haleivi, what pic in what haggada? Likely not me, I am sort of camera shy.
Taka: Don’t assume. My 100% whole wheat is medium dark brown, like coffee w/o enough milk, and with orange flecks of wheat germ here and there. Yes, it is much tastier (fresh ground flour) but really difficult to work with. My guess is that the industry standard is 10 or 20 percent max. Certain niceties cannot be mass produced.