The Danish Whole Grain Partnership
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We want to inspire you to eat more whole grains. The Danish Whole Grain Partnership is a public-private partnership between the Danish Veterinary and Food Administration, the Danish Cancer Society, the Danish Heart Foundation, and the Danish Diabetes Association, as well as several food companies, retail chains, and industry associations. Together, we work to improve public health by encouraging Danes to eat more whole grains.
The Danish Whole Grain Partnership consists of 27 partners, a board with representatives from various types of organizations involved in the collaboration, and a common secretariat with two full-time employees and a student assistant
Each partner contributes with their strengths and competencies. Together, we can make a greater difference than individually.
The vision of The Danish Whole Grain Partnership is to promote public health by encouraging Danes to eat more whole grains. The mission of the Whole Grain Partnership is to increase the availability of whole grain products and spread awareness of the beneficial effects of whole grains. The targeted work of The Danish Whole Grain Partnership has already brought results:
“My task is to ensure enthusiasm in the partnership and work to make it easy for Danes to make a whole grain choice right where they are. I look forward every day to going to work to collaborate with our dedicated whole grain partners on this important mission.”
“My responsibilities include The Danish Whole Grain Partnership’s social media and newsletter, while studying communication and digital media at AAU. Find inspiration and tips for incorporating more whole grains into your daily life on our Instagram and Facebook, while you can follow our work in the partnership on LinkedIn.”
“Mit ansvarsområde er Fuldkornspartnerskabets sociale medier og nyhedsbrev, samtidig med at jeg læser kommunikation og digitale medier på AAU. Find inspiration og tips til at få mere fuldkorn ind i hverdagen på vores Instagram og Facebook, mens du kan følge vores arbejde i partnerskabet på LinkedIn.”
“The Whole Grain Partnership is a great success. In just 10 years, we have achieved that Danes eat over twice as much whole grain, our whole grain logo is now on more than 1000 products, and over half of the population buys according to it. This we have only been able to achieve in a strong partnership between NGOs, the public sector, and private companies.”
“The Whole Grain Partnership is a unique example of structural prevention, so many more in Denmark have the opportunity to eat food with whole grains. It is good for our health, and grain products are among the foods with the lowest carbon footprint.”
“The intake of whole grains has increased significantly in Denmark – especially among those who eat the least. This is positive, as whole grains help prevent several diseases – including type 2 diabetes. The Whole Grain Partnership is unique and has demonstrated that structural prevention is crucial for improving public health.”
“In 2023, 18 of our Kohberg bread and rolls are marked with the Whole Grain logo, and every time we introduce new bread and rolls, we consider whether the bread can advantageously contain a higher proportion of whole grains and thus be marked with the Whole Grain logo.”
“A large part of consumers knows, trusts, and shops according to the whole grain logo, as the logo is easy to decode and easy to understand. Due to the good collaboration in the partnership, we have all been able to make a difference and can continue to make a difference.”
“Det sunde valg skal være det lette valg og fuldkornslogoet har gjort det nemt for danskerne at vælge fuldkorn. Potentialet er enormt, når vi er mange der samarbejder om sundhedsudfordringen.”
“In our company, whole grains have become one of the first things we talk about when developing a new product. It says something about how strong a parameter whole grains have become.”
“As the largest supplier of bread to the Danes, we have a responsibility to improve public health. We continuously improve our products so that we can always offer bread with a minimum amount of whole grains and fibers, even if it may not necessarily be seen or tasted. Our participation in the Whole Grain Partnership adds a meaningful dimension to our mission.”
“The healthy choice should be the easy choice, and the whole grain logo has made it easy for the Danes to choose whole grains. The potential is enormous when many of us collaborate on the health challenge.”
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