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.

 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

Wholegrain Initiative