The Danish Whole Grain Partnership was established in 2008. Previous experiences from public private partnerships to increase vegetable and fruit consumption had proven successful, thus the decision to apply the partnership model to increase the intake of whole grain.
Founding partners of the partnership were the Danish Veterinary and Food Administration (government), health NGOs (the Danish Cancer Society, the Danish Diabetes Association, and others), the Confederation of the Danish Food and Drink Industry, bread manufacturers, cereals manufacturers, flour millers and retailers.
Over the years, the partnership has engaged in information and reformulation activities in line with a joint focused strategy. As a result, the intake of whole grain in the Danish population has increased from an average of 36 grams (2007) to 63 grams a day (2014) and the availability of whole grain products and knowledge of the health benefits of whole grain have increased. The results are motivating for the established partners and help attract new partners.
Moving ahead, the partnership will focus on the Danes having the lowest intake of whole grain and on engaging more non-partners in the attempt to reach the average population target of 75 grams of whole grain per day.