The cereal consumption of tomorrow Innovations for new products, services and better health in Sweden

Important results from the project

Whole grain intake is strongly linked to reduced risk of non-communicable diseases but the intake in Sweden is far below recommendations. To increase the intake, a public-private partnership aimed to form with stakeholders from industry, retail, public sector, authorities, academia and NGOs to set a common plan for stimulated innovation around whole grain and increased availability, awareness and utilization of whole grain products. The aim for Steg 1 was well fulfilled and the consortium increased from 11 to approximately 35 parts from several societal sectors with a common goal.

Expected long term effects

Largely, the project is expected to increase the whole grain intake and thereby public health in Sweden by new and better whole grain products, new solutions for producers and the public sector, and increased awareness of whole grain products and its health effects. Expected results of Step 1 was to recruit a large number of parties with a broad representation from society and a joint formulated project plan for Step 2. The outcome was well satisfactory and a project plan is formed with activities all contributing to the project’s goal with good utilization of all competences included.

Approach and implementation

Initially, a broad invitation was sent out for the project and a joint workshop. During the workshop input was collected from all sectors that were represented on how each part could contribute to raise the whole grain intake. Afterwards, deepened dialogues were held with each part for increased understanding of the meaning of engagement in the project as well as for increased understanding of how each part can contribute to the project, and jointly continue the project plan formulation. The close dialogue was a good strategy resulting in a thorough, well approved project plan.