The Danish Whole Grain Partnership

Within the last 15 years, the average whole grain intake of Danes increased from 36 to 82 g/10 MJ/day. Rye bread and oat grains are the main sources of whole grain intake in Denmark. Today 50% of the Danes eat the recommended intake of 75 g of whole grains per day/10 MJ.

The aim of the Danish Whole Grain Partnership is to create target-oriented and effective activities to ensure Danes eat more whole grain and thereby 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

Timeline of The Whole Grain Partnership
Vision

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

Mission

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

Our history

The Danish Whole Grain Partnership was created due to a growing concern about decreasing whole grain intake in the Danish population in the mid-2000. Some of the future partners were concerned by the increasing popularity of low-carb, fat-rich 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. Today the partnership consists of 31 partners.

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/10 MJ/day based on the average Danish diet. The recommendation is adjusted for dietary needs of young children and adults who follow a light diet.

The whole grain logo

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 Camilla Toft Petersen.

Results
  • The Danes eat in average 82 g of whole grain per day and 50% of the Danish population now eat the recommended amount of 75 g whole grain per day. Danes with the lowest whole grain intake have now doubled their intake compared to their previous average.
  • 1097 products with the orange whole grain logo in 2019. 150 products with the whole grain logo in 2009.
  • 71% of the Danes have knowledge to the orange whole grain logo og 53% of them look for the logo when buying products.

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 Whole Grain Logo Manual

Valid from  March 1st 2015 – March 1st 2020

Whole Grain definition and knowledge report 

Published 2008 (for english summary p. 11)