Consumer demand for healthier and more sustainable food choices continues to grow. At the same time, dietary guidelines increasingly prioritise whole grains, and the scientific evidence supporting their health benefits is well established. Together, these trends point to a clear priority: increasing whole grain intake.
Yet in most Asia Pacific markets, consumption remains well below recommended levels. This gap represents both a public health challenge and a tangible business opportunity across the food value chain.
By making whole grain products more available, visible and appealing, businesses can help shape purchasing habits at scale. As organisations that influence formulation, pricing, communication and access, industry actors play a decisive role in what becomes accessible, attractive and ultimately normalised in the marketplace. Every gram counts.
For industry, this means opportunities to respond to evolving consumer expectations, strengthen brand relevance and competitiveness, drive innovation and market growth, and build long-term value through products that combine health, sustainability and commercial appeal.
In this session, we will explore:
• The Whole grains gap we see across Asia
• The latest research in health benefits of Whole grains and explore new wholegrain definitions and recommendations
• Industry examples of how to increase wholegrains in a profitable and consumer friendly way
• What actions companies across the food value chain can take to increase availability, visibility and uptake
• How to move from intention to implementation, including collaboration opportunities through initiatives such as the Whole Grain Initiative, Asian working group
The conditions for change are in place. The question is: will you lead?
Speakers:
- Dr Tee E Siong, Chairman of South-east Asian Public Health Nutrition Network, Malaysia (Whole grain regulations in APAC - key to closing the whole grain gap)
- Prof Eleanor Beck, Head of Health Science school UNSW, Australia (Health benefits of wholegrains, latest research)
- Kit Phanvijhitsiri, R&D Life Sciences Manager, Pepsico, Thailand (A contemporary “East for East” whole grain format – The Quaker Oats 5-in-1 Multigrain Range)
- Sharon Lawton, Dietitian, Healthy Grain, Australia (BARLEYMAX Innovation in the Asia Pacific Region)
- Rachel Hsu, Secretary General, TQF Association, Taiwan, Chair of Asia working group of Whole Grains Initiative (Introduction to Asian working group of the Whole Grains Initiative)
- Moderator: Kathy La Macchia, General Manager, Grains and Legumes Nutrition Council (GLNC), Australia
This webinar is free and will be held in English.
