At the 6th International Whole Grain Day event ‘Embracing whole grain foods for healthier generations’ hosted by Member of the European Parliament Sebastian Everding and the Wholegrain Initiative experts agreed that eating more whole grains is an easy change we can make to improve our health and the planet’s. Yet, most of us still don’t eat enough.
MEP Everding, whose family owns a mill, pointed out that Germany, where whole grain consumption is the highest in Europe, the price of wholegrain bread can still be higher than a chicken. This is a massive barrier for many people who would otherwise choose wholegrain food.
But the story doesn’t end with price. Professor Eleanor Beck, UNSW Sydney, pointed out that consumers are often confused about what whole grain even is. Once consumers are armed with the right information, through clear front-of-pack nutritional labels for example, they are more likely to make healthier choices.
Information alone isn’t enough: we need to make wholegrain foods tasty and easy to eat. Vincenzo Fogliano, Wageningen University, argued that while whole grains might require more advanced technology to process, this shouldn’t be seen as a negative. After all, processed doesn’t necessarily mean unhealthy. The key is making wholegrain foods both nutritious and enjoyable, to encourage people to choose them over refined options.
If we are serious about increasing whole grain consumption, it is going to take a team effort. Mikkel Andersen, Lantmännen Unibake, talked about how businesses can reformulate products to include more whole grains. And Ece Nevra Durukan, CPW, President of CEEREAL (European Breakfast Cereal Association), highlighted the power and potential of food industry in promoting whole grain intakes, pointing to successful collaborations in Denmark and Sweden that have made whole grain more accessible.
Dr. Francesco Branca, World Health Organization, argued that we need to make whole grains more available in public institutions and use financial incentives, like subsidies, to make healthier choices easier. Simply informing people about the benefits of whole grains isn’t enough; we need to create strong policy incentives that drive businesses to make healthier, whole grain options more accessible and appealing. Jan Willem Van der Kamp, Whole Grain Initiative, highlighted the key work on defining whole grains to support effective regulatory initiatives.
So, what’s the takeaway? Whole grains are a proven solution to some of the most pressing health, climate and social issues. Adding more whole grains into our diets isn’t just good for our health and the planet, it’s a smart financial move that could save billions in healthcare costs. The challenge now is making whole grains a staple in our diet!
Whole Grains at the breakfast table: policy opportunities for healthier diets
Breakfast cereals play a key role in increasing whole grain intake with its diverse and delicious offerings tailored for children, adults and elderly, said Ece Nevra Durukan, CPW & CEEREAL. EU Commission data show a 39% increase in whole grain, 12% more fibre, and a 9% reduction in sugar in cereals from 2015 to 2023.
Yet, reformulation remains a journey. The focus should shift from just limiting public health sensitive ingredients to actively increasing positives such as whole grain and fiber intakes. Public-private partnerships, clear national dietary-based guidelines with quantitative whole grain targets, and labels that highlight whole grains over refined grains can help drive change.