Bringing the private sector to the wholegrain table
If wholegrain is to become part of everyday eating, the private sector must get more involved. That was the message at this year’s Whole Grain Summit in Detmold, Germany. The focus was on collaboration across the entire food chain – from millers and manufacturers to retailers and foodservice providers – to make wholegrain an easy, everyday choice for consumers.
How do we get more people to eat more wholegrain and not just talk about it? That was the question at the heart of the 8th International Whole Grain Summit, held in Detmold, Germany, from 31 March to 2 April 2025. The event is organized every four years by the Whole Grain Initiative and the International Association for Cereal Science and Technology, ICC. It brings together the global community of experts on wholegrains with the joint purpose of increasing consumption for the benefit of public health. For the first time, this year’s summit made private sector involvement a central theme, shifting the focus beyond academic research to the businesses that decide what actually ends up on our plates.
Representing Lantmännen Unibake were, among others, Mikkel Andersen, Global Category Manager and Health & Nutrition Lead. Mikkel also serves on the Governance Board of the Whole Grain Initiative and was closely involved in both shaping the agenda and driving the dialogue forward.
“There’s a well-known saying: If you want to go fast, go alone. If you want to go far, go together. That mindset is at the core of how we work. True progress on wholegrain adoption requires everyone across the food chain to pull in the same direction,” says Mikkel Andersen.
Even in controlled studies, consumers often can't taste the difference between a regular bun and one enriched with wholegrain. That tells us a lot about what is possible
The stealth approach
Among the many initiatives discussed, one stood out for its practical application: the “stealth approach.” The stealth approach is about integrating wholegrains into food products in a way that doesn’t compromise taste, texture, or appearance – and doesn’t necessarily shout about it on the packaging. The aim isn’t to convince people to think more about wholegrain, but to make it easier for them to eat more of it without even noticing.
To demonstrate how this works in real life, Henrik Bak, Product Development Manager at Lantmännen Unibake Denmark Frozen, brought along samples of reformulated products enriched with wholegrain. During breaks, participants took part in blind taste tests, comparing standard and wholegrain versions. Most couldn’t tell the difference.
“Even in controlled studies, consumers often can't taste the difference between a regular bun and one enriched with wholegrain. That tells us a lot about what is possible,” Mikkel Andersen explains.
From knowledge to consumption
The health benefits of wholegrain are well documented thanks to years of work from researchers and public health bodies. But translating that knowledge into consumption requires more than campaigns and dietary guidelines; it takes actual products, widely available and well made.
That is where the private sector comes in. Millers, manufacturers, retailers, and foodservice providers all play a role. If products are not on shelves or menus, people will not eat them, no matter how compelling the science is. Public health messages tend to speak to our rational side. But food choices are often emotional and impulsive. In that moment, what matters is what is in front of you.
“The private sector can be a driver of change – or a bottleneck. That is why we need more companies in the private sector to get involved and take responsibility for moving wholegrain forward,” Mikkel Andersen says.
Open invitation to join the movement
The Whole Grain Summit also served as a forum for exchanging ideas and viewpoints on key topics related to increasing wholegrain adoption. One idea gaining support is the development of a pan-European whole grain partnership, inspired by the successful Danish model.
Other discussions focused on how wholegrains can contribute to more sustainable food systems, such as lower CO₂ emissions per ton produced, since all parts of the grain are used for human consumption, compared to refined grains, where the yield is only 70–80%. Additional sessions explored how regulation affects product development and consumer trust, as well as how cultural differences shape consumer behavior and attitudes toward wholegrain.
The invitation is open. It is time more of the food industry joined the wholegrain movement.
