Activities of the Whole Grain Initiative

The following Whole Grain Initiative international working groups are actively engaged in driving whole grain acceptance and increasing whole grain product availability worldwide:

1.      Food Policy working group

2.      Processing, Reformulation, & Industry Engagement working group

3.      Communications working group

4.      Economic Evaluation & Affordability working group

5.      Asia-Pacific Region working group

Additionally, the WGI is supporting a “special project” on the topic of Whole Grains & Sustainability, partnering with environmental scientists and other experts through an interdisciplinary approach.

1.      Food Policy and WG Intake Recommendation working group

By consolidating the evidence for the health benefits of increased whole grain consumption, the Whole Grain Initiative can engage policy makers and food regulatory authorities to advocate for harmonized, coherent food policies that promote the consumption of whole grains including national dietary guidelines, front-of-pack nutritional labelling, and whole grain inclusion in school meal programs.

Recognizing that consensus definitions are needed to ensure that all global stakeholders (academics, industry, public and government agencies) are on the same page to achieve not only scientific compliance but also transparency for consumers, the WGI has developed and published definitions for whole grain ingredients and whole grain foods. A sub-committee of the Food Policy group is working to secure adoption of these definitions by international regulatory bodies including ISO and CODEX.

Additionally, WGI hosts another sub-committee under the larger Food Policy umbrella which is aimed at developing a science-based whole grain intake recommendation. Large volumes of evidence link intake of whole-grain foods with improved health outcomes, particularly in relation to non-communicable diseases. Global recommendations for dietary intake of whole grains are complicated by evidence derived using varied determinations of whole-grain intake (eg use of foods, serves or servings rather than absolute grams) and also the culturally specific requirements for translation of evidence to the way populations consume whole grain – that is, as foods. This sub-committee seeks to synthesize the evidence and promote a specific recommendation based on the findings.

Activities:

• Work closely with government regulatory bodies and politicians, as well as organizations like FAO and WHO to advance whole grain priorities

• Advocate for inclusion of whole grains in nutrient profiling systems/algorithms

• Develop repository of current scientific literature & position/consensus documents on the role of whole grains in healthy and sustainable diets

• Advocate for making whole grains the norm for children (creating a new “whole grain generation”) through policies that mandate the inclusion of whole grains in school meals.
  Output document:

Factsheet – Consumption of Whole Grains

Sub-Committees:

o   Sub-Committee on Definitions

o    Continue the work of securing ISO adoption of WGI whole grain definition

o    Explore process of initiating CODEX adoption

o    Output documents:

o   Sub-Committee on Intake Recommendations

o   Synthesis of the literature on whole grains and health outcomes using grams of whole-grain intake (reviews, meta-analyses)

o   Develop and publish a recommendation for whole-grain intake

o   Consider geographical and cultural variation to translate a scientific recommendation for whole grain intake into consumer messaging to improve health.

2. Processing, Reformulation, and Industry Engagement working group 

Higher whole grain intakes have been associated with reductions in risk of multiple disease states, including cardiovascular disease, diabetes, and cancer. As a result of the large financial burden these disease place on both the public and private sectors, there is a need to understand what role whole grains may play to alleviate some of this burden. Economic modelling based on existing data may provide data necessary to convince governments to support higher whole grain intakes in their nutrition recommendations and policies.

Aims:

• Give insight into the economic impact of whole grains and health care costs relative to increasing whole grain consumption beyond current levels.

Activities:

• Calculate / estimate the effects of different whole grain intake levels on a variety of health risk factors.
• Model the data on estimated health benefits relative to health care costs and consequently the reduction of these cost.
• Compile information package/dossier for external distribution to stakeholders, including Non-Government Organizations.
  Output documents:

3. Communications working group

The WGI understands the importance of putting forth a cohesive, hopeful narrative that frames whole grains as delicious, modern, accessible, healthy, and sustainable. This story should unify stakeholders and resonate globally, locally, and culturally. Research shows that consumers often respond better to messages about taste and flavor than they do messages about health. Knowing that, this group aims to lead with messaging about taste, fun, and ease, while grounding the advice in science and health. Successful campaigns normalize whole grains as part of modern, enjoyable eating — particularly for children and families.

Activities:

• Create cohesive and consistent messaging and strategies around the promotion of whole grains, understanding that leveraging partnerships and aligning communications amplifies whole grain messaging and helps capture consumer attention.

• Organize an annual event that brings together partners and stakeholders from around the world to raise awareness and create cohesive messaging around whole grains and health. (This group has hosted six annual International Whole Grain Day events since 2019).

• Create resources about processed whole grain foods and the shortcomings of NOVA’s “ultra-processed” categorization based on recent scientific studies and alternative classification systems

• Create better resources to explain the connections between whole grains and sustainability

• More generally, create a cohesive, hopeful narrative that frames whole grains as delicious, modern, accessible, healthy, and sustainable

• Manage social media accounts for WGI.

4. Economic Evaluation & Affordability working group

Higher whole grain intakes have been associated with reductions in risk of chronic diseases including cardiovascular disease, diabetes, and cancer. As a result of the large financial burden these diseases place on both the public and private sectors, there is a need to understand what role whole grains may play to alleviate some of this burden. Economic modelling based on existing data can provide data necessary to convince governments to support higher whole grain intakes in their nutrition recommendations and policies.

Since 2025, the scope of this group has expanded to include other types of economic evaluations and affordability efforts related to whole grains. Most notably, there is an interest in conducting an economic value-chain analysis to identify barriers to price parity between whole and refined grain products and ingredients.

Activities:

• Calculate / estimate the effects of different whole grain intake levels on a variety of health risk factors.

• Model the data on estimated health benefits relative to health care costs and consequently the reduction of these cost.

• Compile information package/dossier for external distribution to stakeholders, including Non-Government Organizations.

• Expand on the health economics data we have, measuring the economic benefits of reduced employee time spent on medical leave or disability

• Conduct an economic value-chain analysis to evaluate opportunities for making whole grains more affordable. Identify where and how we can achieve economies of scale
  
  Output documents:

Healthcare Savings from Higher Whole Grain Intake in Australian Adults

Cardiovascular Healthcare Cost Savings from Higher Whole Grain Intake in US Adults

Cost of Illness Analysis: Cereal Fiber Intake and Health Savings in Australian Adults

Economic Impact of Whole Grains on Type 2 Diabetes in Finnish Adults

 5.      Asia-Pacific working group

The diversified food and diet pattern in Asia-Pacific is different from western countries. Due to the rising health consciousness in this region recently, whole grain foods are becoming increasingly important for consumers. In order to promote whole grain consumption in Asia-Pacific, efforts are needed to work from different aspects, such as to educate consumers, to develop various whole grain products, as well as to improve whole grain ingredients. In this working group, experts from different Asia Pacific countries get together to discuss the promotion and consumption of whole grain food by sharing their experiences with each other.

Activities

• Host regular meetings to discuss whole grain food promotion in the Asia-Pacific Region

• Create strategies for improving the eating quality of whole grain foods to attract consumers and expand the availability of whole grain products in the Asia-Pacific market

• Share experiences from different countries with varying approaches to whole grain food labeling and certification

• Educate consumers about the health benefits of whole grain foods

• Create region-specific strategies to support the shift toward more whole grain while maintaining cultural dietary preferences