The Danish Whole Grain Campaign

The intake is much too low
Rye bread and oatgrains are the main sources of wholegrain intake in Denmark, but only 6% of Danes eat the amount of wholegrain recommended by authorities. Particularly young people eat too little.

Our aim
The aim of the wholegrain campaign is to create target-oriented and effective interventions to ensure that Danes eat more wholegrain and thereby improve public health.

This objective is achieved through a unique partnership across sectors and disciplines including health- and patient organizations, business, government, retail, and trade.

Our focus is to make wholegrain and wholegrain products available to Danes through new standards and markets, supported by tasty and easily accessible wholegrain products.

Our vision
The wholegrain campaign encourages Danes to eat more wholegrain in order to improve public health.

Our mission
The wholegrain campaign increases the accessibility of wholegrain products and increases awareness of the beneficial effects of wholegrain.

Our results
This is what the partnership has achieved so far:

• A scientific basis to identify the benefits of eating more wholegrain.

• A map of which products provide the amount of wholegrain eaten by the Danes today.

• An official dietary recommendation for the intake of wholegrain that amounts to 75 gram per day for adults.

• A Partnership logo, which guarantees that a product contains a high percentage of wholegrain, and also has a healthy nutritional profile in terms of fat, sugar, salt, and fibre.

• The logo was applied on at least 150 products in January 2009, and by June 2012 this number has increased to 553 products. 

• Production of materials for distribution to bakers and retailers as well as for use in the training of employees (link to the leaflet).
 
• A Partnership which now include 29 partners. The number of partners has more than doubled since the partnership's establishment in January 2009.
 
• An anthropological study of the Danes perceptions and habits in terms of bread and wholegrain.

• 5 famous voluntary wholegrain ambassadors from the world of sports and media support the campaign (link to the ambassadors).
 
• Massive support from the media since launch in January 2009.