Following strong interest in our earlier session in March 2026, we're running this webinar again to reach more people working in private-sector organisations across the food value chain. We'll explore how they 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. 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 will explore:
- 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 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.
