BRUSSELS — Fedima, the Federation of European Manufacturers and Suppliers of Ingredients to the Bakery, Confectionary and Patisserie Industries, has launched a campaign to promote whole grains. It coincides with International Whole Grain Day, which is tomorrow, Nov. 16.
The campaign follows the organization’s previous initiative on sourdough in 2020 and will include a series of media elements and other informative materials.
“Given the success of the past Sourdough Campaign, Fedima is delighted to be launching a campaign on another staple of the bakery industry: whole grains,” said Dirk Van Ham, secretary general of Fedima. “We have decided to conduct a campaign over several weeks that will focus on providing educative information about whole grains in what we hope is an engaging manner. Our intention is to open up a debate and encourage curiosity around whole grains throughout the coming months and years.”
Fedima has member associations in 13 countries across Europe and aims to represent its members in discussions at the EU level on key policy topics, working to grow and support the baked goods sector.
The wholegrain campaign builds on the group’s “Understanding Wholegrain” paper, an informational pamphlet drafted by the organization to provide its members with a common baseline understanding of whole grains.
“Whole grains have been part of European baked goods traditions for thousands of years,” Van Ham said. “We are happy to be working to further increase the understanding around what it is and what it can offer. Through this campaign, Fedima hopes to highlight the diversity of this ingredient and products containing this ingredient, as well as its key characteristics and appeal, ensuring that it also has a bright future.”
