The Danish Whole Grain Partnership

The history of The Danish Whole Grain Partnership

The Danish Whole Grain Partnership was created due to a growing concern about a decreasing whole grain intake in the Danish population in the mid-2000. Some of the future partners were concerned about the increasing popularity of low-carb, high-fat diets (e.g. Atkins) that seemed to be part of a general trend leading to a significant decline in the intake of whole grain breads. At the same time, millers, bread producers, and bakeries were experiencing weakened (declining) demand for their products. In parallel with this development, non-governmental organizations (NGO’s) became increasingly aware of the growing evidence on the health benefits of whole grains. Together, these factors provided a window of opportunity for the establishment of a new partnership to promote whole grain consumption in Denmark. The partnership was established in 2008.

The journey

Within the last 15 years, the average whole grain intake within the danish population increased from 36 to 82 g/day. The main source of whole grains are rye bread and oats. Today 50% of the Danes eat the recommended intake of 75 g of whole grains per day.

The Danish Whole Grain Partnership work to create target-oriented and effective activities.  This is done to ensure that Danes eat more whole grain as whole grain can contribute to improve public health. The 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 whole grain and whole grain products available to Danes through new standards and markets supported by tasty and easily accessible whole grain products.

”The Danish Cancer Society can not ensure the production of whole grain bread to the Danes but by working together with those who can we can motivate and inspire for it to happen”

– Gitte Laub, Project Manager, The Danish Cancer Society


The Danish Whole Grain Partnership encourages Danes to eat more whole grains in order to improve public health.


The Danish Whole Grain Partnership and campaign increases the accessibility of whole grain products and increases awareness of beneficial effects of whole grain.

The scientific evidence

The National Food Institute launched the report: Fuldkorn (2008) and provided a definition of whole grains and recommended a whole grain intake of 4 servings/day corresponding to a minimum of 75 g whole grain/day based on the average Danish diet. The recommendation is adjusted for dietary needs of young children and adults who follow a light diet.

Click here and read the comprehensive set of rules for use of the Danish Whole Grain Logo. For questions about the user manual, please contact campaign consultant Morten Gram Sell.

Learn more about the Danish whole grain partnership and whole grain in Denmark

The Whole Grain Logo Manual

Valid from  May 5th 2020 – December 31st 2022

Whole Grain definition and knowledge report 

Published 2008 (for english summary p. 11)

The Whole Grain Partnership – How a public-private partnership helped increase whole grain intake in Denmark

Published 2019

The Evolution of the Whole Grain Partnership in Denmark. An inspiration to other organizations that would like to pursue the partnership option.

Published 2014


The WholEUgrain project is a European action on Whole Grain partnerships. The project was launched in November 2019 in collaboration with project partners from four countries (Denmark, Romania, Slovenia, Bosnia and Herzegovina). WholEUGrain will last for 3 years and is receiving funding from the European Union’s 3rd Health Programme. The aim is to transfer the Danish best practice model for a Whole Grain Partnership (WGP) to other countries, mainly the countries involved in the project – but also by involving other countries and stakeholders, aimed to increase the population’s whole grain consumption.

Read about WholEUgrain and the May 2021 summer school