Danish Whole Grain Partnership strengthens health and business

Public-private partnerships can play a vital part in changing the way people eat. The Danish Whole Grain Partnership is a perfect example of just that, creating the foundation for a whole new line of developed products with an increased amount of whole grains.

In an effort to be on the forefront of dietary developments and ensure that Danes ate the recommended 90 grams of whole grain a day, a group of partners representing food authorities, health NGOs and the food industry came together and formed the Danish Whole Grain Partnership in 2007, and has since grown to include 31 partners.

In 2009, this was followed by the creation of the Whole Grain Logo, which products meeting the requirements could obtain, thereby helping consumers choose whole grain products when grocery shopping.

A massive success

Danes today eat much more whole grain as they did before the partnership began. According to a 2024 national consumer survey, 69% of Danes recognize the logo and of those 80% say that they shop according to it. 91% of those who recognize the logo have a moderate to very high level of trust in it.

The partnership follows a dual strategy: both to ensure that the logo is placed on as many relevant products as possible, and to encourage manufacturers add small amounts of whole grain to a wide range of products that do not yet meet the criteria for carrying the logo. This approach has significantly increased whole grain intake in Denmark, with Danes now consuming more whole grain than ever before.

91% of those who recognize the logo have a moderate, high, or very high level of trust in it

The results of this long-term work led to international recognition of the Danish Whole Grain Partnership. In 2019, the EU Commission honoured the partnership as a “best practice” initiative for its contribution to promoting public health. The partnership has since also been recognised by the OECD and, most recently, by the United Nations in 2025.

Beyond health, the partnership has created new opportunities for food producers to expand their whole grain product range – demonstrating how health and business objectives can be aligned.