Activities of the ICC Whole Grain Initiative

The following ICC 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, & Supply Chain 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 a definition for whole grain ingredients and labelling criteria for whole grain foods. A sub-committee of the Food Policy group is working to secure adoption of this definition and these labelling guidelines 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. 
recent activities:

Aim: accelerate on the Wholegrain Switch

• Short term :

• Leverage & promote upcoming ISO STANDARD at global level - expected date of publication : May 2026 ( the earliest)

·        Set up promotion/amplification plan - by Summer 2026

·        Kick off Codex working group - after publication of ISO standard

• Monitor the EU Cardiovascular Health plan renamed “The Safe Hearts Plan” - released on the 16 december 2025 - link here 

·        With the help of DGA / Interel, follow up action plan at EU level and set up action plan from our group accordingly 

·        Reconnect with external stakeholders in the field of CV health to strenghen advocacy ( e.g EACH)

• Cross-fertilisation through EU organizations : multiply our impact & build coalitions

·        Continue connections via phone calls with key EU association to amplify our message and our impact ( supported  by DGA Interel)

• Liaise with policy makers when opportunities arise e.g conferences, events at EU parliament ( TBC with DGA-Interel)

• In alignement with the communication working group, organize & coordinate the International Whole Grain Day event (November 2026) 

• Advocate for inclusion of WG in HSR - supporting GLNC actions in Australia

• Act at local level :  many of our policy asks require national-level action, with the help of the food policy members sitting in member states we will identify actions that can be led to amplify our impact

• Ambitious Long term - start in 2026 : Secure an INI report from the European Parliament

INI = “ own initiative report” is a document created by a specific parliamentary committee on a topic within its expertise, often to highlight priorities, influence policy, or request action from the European Commission, acting as a key indicator of the Parliament's stance on important issues like budgets or fundamental rights, even without formal legislative power. 

• non-binding but powerful tool as the Commission must respond, and it often triggers follow-up action

• To achieve this, we need the right context (e.g. healthy diets related initiatives, as whole grain is too niche) and ideally the support of an intergroup or a large group of MEPs.

• Need to build a network of supporting MEPs ( 1 from each group)

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:

Sub-Committee on Defining and Labelling Whole Grain Ingredients and Foods

By end Q2

recent activities:

• Publication of a global whole-grain intake recommendation paper. Work completed, currently to be resubmitted.

• Publication of a review on the health effects of refined grain intake. The aim of this paper is to consider the contrast in WG and RG given many dietary guidelines discuss concepts such as ‘mostly whole grains’ or ‘half your grains whole grain’. Also ready for submission.

By end Q4

• Key stakeholder interviews with regulators (and some industry) regarding the ways/methods that dietary recommendations are developed and implemented in their country/region. Ethics submitted, currently undertaking minor revisions. Data collection to commence Q2, 2026.

  Activities:

• Continue the work of securing ISO adoption of the WGI whole grain definition and its labelling criteria for whole grain foods

• Explore process of initiating CODEX adoption

Output documents:

Sub-Committee on Intake Recommendations

• Synthesis of the literature on whole grains and health outcomes using grams of whole-grain intake (reviews, meta-analyses)
• Develop and publish a recommendation for whole-grain intake
• Consider geographical and cultural variation to translate a scientific recommendation for whole grain intake into consumer messaging to improve health.

2. Processing, Reformulation, and Supply Chain Engagement working group 

Processing can enhance nutritional value, improve sensory properties, and ensure the safety of whole grain ingredients. Gradual reformulation strategies that retain familiar taste and texture are often more acceptable to consumers as they begin to shift toward healthier choices. This group aims to provide manufacturers with the tools they need to utilize more whole grain ingredients in their product portfolios.

Additionally, recognizing that engagement from commercial stakeholders is especially critical if we are to successfully shift mainstream diets to greater whole grain intake, this group aims to build stronger relationships throughout the food supply chain. It hopes to help support the creation of more Public-Private Partnerships between government, health organizations, and industry participants in future years.

recent activities:

• In 2026 we will focus on strengthening meaningful private‑sector involvement through a limited number of high‑impact, scalable activities. The overall objective is to convert increasing public‑health, sustainability, and policy momentum around whole grains into concrete industry action and new engagement with WGI.

• A central pillar of the 2026 plan is the launch and repetition of targeted recruitment webinars aimed exclusively at private‑sector stakeholders. These webinars use a standardized pitch that clearly articulates why whole grains matter, why industry should care, and how companies can engage through WGI. The first webinar is scheduled for 17 March 2026 and invitations have been sent to a significant number of probable target stakeholders. After the first webinar the format will be evaluated and repeated to maximize reach, learning, and impact.

• In parallel, the working group will explore WGI participation at selected European industry trade fairs as a complementary engagement channel. The aim is to leverage existing food and ingredient events to present the WGI proposition using a presentation closely aligned with the recruitment webinar pitch. This approach is also intended to broaden visibility among industry actors. The idea is to have local WGI representatives do the presentations, but travel and potential accommodation costs will have to be considered vs. the WGI/ICC budget once we know the scope of the workstream.

• A third workstream focuses on processing and reformulation and to showcase practical, industry relevant success stories. The intention is to develop a number of short, focused stand-up talks targeting SMEs. These sessions are designed as concise, local language success stories that demonstrate how palatable whole grain foods can be produced in practice, helping to lower technical and perceptual barriers to reformulation and adoption. Scope, resources and budget also needs to be considered here.

• In addition, a fourth workstream will focus on the so‑called UPF and whole‑grain dilemma. This workstream aims to explore and clarify how whole grain foods are positioned and perceived within the broader UPF debate and the unnuanced processing-based food classification systems that are becoming more and more prevalent. The objective is to develop clearer narratives and evidence‑based perspectives via a number of communication deliverables that can mitigate the tension between processing, health perceptions, and whole‑grain promotion.

• Across all activities, the working group will move toward clearer definition of deliverables, responsibilities, and measurable outcomes, ensuring that industry engagement initiatives contribute directly to the overall WGI 2026 objectives and can be translated into concrete KPIs over time.

• • Laura proposed a case study on wholegrain pasta produced using a “grain-to-grain” approach, following debranning, micronization, and turboseparation of durum wheat and einkorn. The example would also include sensory evaluation results of the final pasta product.
  • Bernard suggested focusing on sourdough fermentation for breadmaking, including the use of whole kernels or germinated cereals as a strategy to improve texture and flavor.
  • Celine proposed presenting a concise overview of the most transferable outcomes from current or past European research projects related to whole grains.
  • Wisse suggested a webinar on the enrichment of foods with bioactive compounds extracted from milling by‑products and bran, highlighting valorization strategies.
  • Roman suggested a millet case.

  WHO: Members of the WGI from the countries of the selected fairs, who speak the local language.

  WHERE and WHEN:

  1. TUTTOFOOD 2026

  Milan, Italy. May 11–14, 2026

  A major international food & beverage trade fair with a comprehensive presence of exhibitors from across the agrifood sector, including significant international representation and diverse product categories that frequently include cereals, grains, and related ingredient suppliers.

  1. Food 4 Future | ExpoFoodTech 2026

  Bilbao, Spain. May 27–28, 2026

  Official website: https://www.expofoodtech.com/

  Focused on technological innovation for the food industry: automation, AI, food processing, packaging, and sustainability.

  1. Free From & Specialty Food 2026

  Vienna, Austria. June 16–17, 2026

  Official website: https://vienna.freefromfoodexpo.com/

  A European B2B trade fair dedicated to Free From, plant‑based, organic, functional, and specialty foods. It brings together buyers and industry professionals and is particularly relevant for companies working with sustainable and health‑oriented food products.

  1. SIAL Paris 2026

  Paris, France. October 17–21, 2026

  One of the largest global food processing and innovation trade fairs, attracting producers, buyers, and industry decision-makers — and specifically offering strong opportunities for pulse, grain and cereal brands to gain visibility and business exposure on an international scale.

  Once the fairs of interest among those listed and scheduled for 2026 have been selected, it is necessary to assess both the feasibility of participation by the WGI and the possibility of being reimbursed for travel and accommodation.

  UPF sub-groug summary

  The subgroup focused on the topic of so-called ultra-processed foods will focus its workstream on addressing the complexities and misconceptions surrounding proposed classifications of foods using processing-based measures. It will focus on communicating the benefits of whole grain foods, including those sometimes classified as ultra-processed.

  In 2026, this subgroup will produce a concise position paper and a more detailed white paper, both grounded in scientific evidence, to clarify the nutritional benefits of whole grains regardless of their processing status. Additionally, the group will create fact sheets building on some of the resources EUFIC has already created, transforming them into engaging social media assets. We will seek to collaborate with EFSA and engage WHO and the EU Commission on this topic once our documents are finalized. We aim to gather market insights on this topic so we can monitor ongoing regional regulatory discussions around this topic, and we may host a future webinar to engage stakeholders along the food supply chain. 

Activities:

• Establish and document best practices for processing methods that improve nutritional quality and enhance sensory properties. The output might be a technical toolkit with pros and cons for different processes/ingredients for breads, breakfast cereals, etc.

• Motivate more industry members throughout the food supply chain to commit to engage in the WG cause starting with a proactive workstream to recruit commercial stakeholders, e.g. through relevant industry associations.

• At manufacturing level this could be commitments to more innovation/launches of WG products and/or addition of low levels of WG in existing products throughout their portfolios (“stealth health” approach). At retailing and food service level this could be active promotion of WG enhanced products in stores and food service outlets. At milling level efforts could be focused on developing and promoting WG ingredients (at price parity with refined flours).

Pursue/support the development of more Public-Private Partnerships, drawing in the experiences from the Danish and Swedish WGPs especially on first steps and engaging local champions in countries/regions creating these programs. WGI members will provide advice, support, case studies, etc. to assist. Food Policy group may be able to help make connections with government officials.

Watch the video of the last webinar of this working group:

This past webinar is designed for forward-thinking private-sector leaders who want to 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. 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, the industry plays a decisive role in what becomes accessible, attractive, and ultimately normalised in the marketplace. Every gram counts.

In this session, we explored:

● Why whole grains are becoming a strategic business opportunity in today’s evolving marketplace

● Practical actions companies can take to increase availability, visibility and uptake

● How to move from intention to implementation, including collaboration opportunities through initiatives such as the ICC Whole Grain Initiative

The conditions for change are in place. The question is: will you lead?

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.

The WGI’s Communications Working Group will focus its 2026 efforts on amplifying a positive narrative around whole grains that frames them as delicious, modern, accessible, healthy, and sustainable. 

The two priority activities the team has agreed to focus on are:

• Building on the success of International Whole Grain Day by strengthening outreach and participation worldwide. The group plans to broaden engagement with schools, policymakers, universities, and other partners, while exploring opportunities to expand the celebration beyond a single day into a potential week-long or month-long campaign. Additional efforts may aim to recruit country-level participation and develop simple, accessible ways for organizations and individuals around the world to take part.

• Mapping existing educational resources on whole grain intake among children and building a comprehensive ‘Resource hub’ to make them easily accessible. Where gaps are identified, the working group will develop targeted new materials to fill those needs. The working group will support initiatives that bring whole grain education directly into schools, hopefully including collaboration with registered dietitians and other health professionals who can lead classroom activities and hands-on projects with students. To make it easier for educators and school food providers to participate, the ‘Resource hub’ will include practical materials—such as one-page guides and presentation decks—featuring key information about whole grains, simple ingredient swaps and recipe ideas, and easy activities that help children learn about whole grains in an engaging way.

Throughout the year, the Communications Working Group will also work to strengthen WGI’s social media presence with administrative support from the ICC office. Group members will help generate content highlighting whole-grain research, initiatives, and events, while the ICC office will support posting and coordination. The group will also collaborate with other working groups to promote their achievements/activities and bring greater visibility to the overall impact of the Whole Grain Initiative. For example, help with private sector webinar series, connect with policy makers on ISO standard and ask for commitment to adopt WG def, develop a global ad campaign to announce new dietary intake recommendation when published, etc.)

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