Wholegrain SGPP March. Bente Stærk Deputy Head of Division, Healthy diet & Communication Danish Veterinary and Food Administration
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1 Wholegrain SGPP March Bente Stærk Deputy Head of Division, Healthy diet & Communication Danish Veterinary and Food Administration More information:
2 Wholegrain EU context and initiatives Experience of Denmark Possible replication/expansion 4. Q&A Measure interest of MS
3 1. EU context and initiatives EU framework for reformulation Strategy for Europe on Nutrition, Overweight and Obesity related health issues com (207) 279
4 Experience of Denmark The Whole Grain Partnership
5 Whole Grain Partners
6 Results - health via whole grain intake 2007: 36 g/day/10mj 2014: 63 g/day/10mj Recommendation 75 g/day/10 MJ
7 Background The Atkins Diet in 2007 The scientific knowledge base (2008) 75 grams of whole grain pr. Day (2008) Involving the partners
8 Vision, mission and strategy Availability VISION The Partnership promotes public health by making the Danes eat more whole grain. MISSION The Partnership increases availability of whole grain products and enhances knowledge of the positive effects of whole grain. Product development Logo and communication Events and new norms
9 Strategy Key points Availability Product development Logo and communication Events and new norms Important: Continuous documentation throughout all activities and initiatives Budget: App Euro /year
10 The logo: Choose Whole Grains first High whole grain content, low content of fat, sugar and salt: Flour, flakes, cracked kernels and rice - 100% whole grain calculated as product dry matter (%DM) - At least 6 g dietary fibers/ 100g Bread and bread mix - 50% whole grain calculated on dry matter and 30% on QUID - At least 5 g dietary fibers/100 g. No more than: - Sugar 5 g/100 gram - Salt 1 g/100 gram - Fat 7 g/100 gram Criteria also established for: Rye bread, crisp bread and crusts, breakfast cereals and muesli and Porridge and instant porridge powders, pasta and noodles, rice.
11 Communication Social and digital media Creating and managing communities interested in food, health and cooking A channel through which partners and we can communicate our purpose Launching campaigns and content that can go viral and reach new groups The whole grain veggie burger 260,000 people reached The whole grain rap music video 320,000 people reached The baked oatmeal video 600,000 people reached 12
12 Communication Youth Campaign
13 Communication and events The annual whole grain day 2018 Concept: focus on whole grains, no limitations More than 1000 different participants Free campaign material Posters Recipes Stickers Identifying new participants
14 Communication and events Fairs and conferences
15 Other initiatives Working groups Whole grain in products without the logo: Analysis of products with whole grain Questionnaire about incentives to work with whole grain Consumer survey perception of products Ambassador bakeries Inspiration meetings within the partnership Teaching store students From limited knowledge to whole grain ambassadors Focus on whole grain in the shops New markets: Educational material for future food makers Foodservice
16 Partner role distribution and contribution Business Health Commercial partners -Millers -Bread, rice, pasta producers -Retailers -Craft bakeries -Cereal producers Availability Product development The Danish Whole Grain Partnership Secretariat Credibility, dietary guideline Research, PR, knowledge Danish Food Administration and Health NGO s - Danish Cancer Society -The Danish Heart Foundation -The Danish Diabetes Association On pack communication New Norms External contributors
17 Results logo products - availability
18 Results awareness and behavior Awareness of the whole grain logo and campaign % Development in consumer behaviour Awareness of the whole grain logo and campaign % Yes I look for the logo when I buy products! Development in consumer behaviour Logo awareness* Consumer behavior** 68 % (population) 47% (population) 73% (women) Source: Nielsen Company and YouGov
19 Results whole grain partners * YogGov may 2014
20 Results health via whole grain intake 2007: 36 g/day/10mj 2014: 63 g/day/10mj Recommendation 75 g/day/10 MJ
21 Lessons learned Main recommendations If you want to start up a public private partnership Get the knowledge base right Create measurable performance goals, formulate a strategy and make an action plan Be precise about who is doing what and find the synergies between the partners Ensure mutual benefits for all partners Ensure ownership in partners own organisations Document and follow up on targets Prepare properly - it took 2 years to establish the partnership and another 2 years to get the operation in place Create dynamic activities that attract interest Create excitement and make partners proud of being part of the partnership. Always be prepared to help partners As a secretariat always contribute with a lot of concrete results and have a high level of activities. Renew the partnership by finding new ways to cooperate both with partners and with organizations outside the partnership
22 Highlights from the experience 1. Made a healthy difference for the Danes 2. Good for health and for business 3. Made whole grain trendy and a new norm 4. Positive long term cooperation with industry and NGO s 5. Annual Whole Grain Day grows
23 3. Possible replication/expansion - Objective: adapt and adopt/expand a wholegrain reformulation strategy including a monitoring system - (Wish for) Improvements (Denmark V2.0): Whole grain in all products (without logo) Food service market more involved (incl. the canteens) Better monitoring of intake (and product composition) Would be happy to hear your ideas..
24 Q&A Clarifications To "shoppers" are you interested?
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