Following continued interest in our previous two sessions, held in March and July 2026, this webinar returns for a third session to support private-sector organisations across the food value chain in turning whole grain ambitions into action. The session will revisit how companies can strengthen their market position while contributing to healthier food environments through greater integration of whole grains.
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 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:
- Why whole grains are becoming a strategic business opportunity in today's evolving marketplace
- 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
The conditions for change are in place. The question is: will you lead?
Speakers:
- Caroline Sluyter, Senior Director of Operations, Oldways / Whole Grains Council, US
- Mikkel Andersen, Global Lead Health & Nutrition, Lantmännen Unibake International, DK
- Prof. Dr. Christophe Courtin, Professor of Food Biochemistry at KU Leuven, KU Leuven, BE
- Dr. Ece Nevra Göncü, Head of Nutrition, Regulatory and Scientific Affairs, Cereal Partners Worldwide (CPW), CH
This webinar is free and will be held in English.
