Good points, Duane. The measurement standard in question is
3.MD.4 Generate measurement data by measuring lengths using rulers marked with halves and fourths of an inch. Show the data by making a line plot, where the horizontal scale is marked off in appropriate units—whole numbers, halves, or quarters.
It’s a very interesting question whether this is introducing mixed numbers or not. A ruler marked in halves and quarters doesn’t generally label the marks with the numbers they represent, and the bamboo shoot diagram you refer to works equally well with only the whole number marks labelled. So you could avoid mentioning mixed numbers altogether in Grade 3. On the other hand, examples like this are clearly pointing in that direction, and provide a good opportunity to talk about them if, for example, a student asks how to label the marks. But work with mixed numbers is not required until Grade 4.
Here’s the diagram for others’ convenience: