EUFIC launches #SwitchToWholeGrains campaign to challenge consumers to switch to a healthier diet

Brussels, October 29th, 2024 – The European Food Information Council (EUFIC) is excited to launch its Switch to Whole Grains campaign with the support of the Whole Grain Initiative. The science-backed campaign takes place throughout the whole month of November, encouraging consumers to switch to whole grains as part of their daily diet. Despite the well-documented health benefits of whole grains – which provide up to 75% more nutrients than refined grains – Europeans are far from meeting the recommended daily intake. This gap in dietary habits is linked to increased risk of chronic diseases such as heart disease, type 2 diabetes, and certain cancers.

To address this, the #SwitchToWholeGrains campaign provides practical tools such as chef-created recipes, quizzes and challenges. Supported by nutrition experts and health advocates, the initiative raises awareness about the significant health and environmental benefits of making the switch from refined grains to whole grains, including foods like brown rice, oats, quinoa and whole wheat.

“Decades of nutrition research have clearly demonstrated the link between increased whole grain consumption and reduced risk of many diseases, including heart disease, type 2 diabetes, and certain cancers. But, despite overwhelming evidence that we should be eating more whole grains, populations around the world struggle to meet recommended levels of intake,” said Caroline Sluyter, Chair of the Whole Grain Initiative’s Governing Board.

Campaign highlights:

• Social media challenge: Citizens can start the four-week #SwitchToWholeGrains any day. They are invited to share how they are swapping refined grains for whole grains, such as using whole grain bread, pasta or brown rice. Influencers and chefs inspire participants with tips and easy-to-make recipes.
• Interactive educational tools: The campaign features quizzes, infographics, and a chatbot on the campaign website to guide consumers in identifying whole grain products and making healthier choices.
• Health and sustainability focus: Besides health benefits, the campaign also highlights how whole grains have a lower environmental impact compared to refined grains, contributing to sustainability efforts by reducing waste and supporting soil health.

“A challenge turns intention into action; it's the nudge people need to incorporate more whole grains into their daily lives,” said Carlos Abundancia, Outreach Area Lead at EUFIC. “By engaging participants with interactive quizzes, practical tips, easy-to-understand information, and chef-created recipes to simplify preparation, this challenge tackles common barriers identified in the literature, such as not knowing how to identify whole grains, how to prepare them, or a lack of knowledge about their health and other benefits.”

By joining the #SwitchToWholeGrains movement, consumers are encouraged to take a small but meaningful step toward healthier, more sustainable living. For more information and a chance to win a prize, sign up on the campaign website and make the switch.

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About:
#SwitchToWholeGrains
The SwitchToWholeGrains campaign aims to encourage people to make the simple but impactful switch from refined grains to whole grains in their everyday diet. While raising awareness about the benefits of whole grains, the website also addresses key barriers people face when choosing whole grains, such as difficulty identifying whole grain products or lack of knowledge on how to cook them. For the recipes, EUFIC has partnered with chefs from the Life Climate Smart Chefs project (and will continue to add more as they become available). Over the next two years, EUFIC will expand the campaign by translating it to other EU languages and adding more resources. The campaign will also engage a wider range of stakeholders, including those in the hospitality sector, to join forces in encouraging greater use and offering of whole grains.

EUFIC
The European Food Information Council (EUFIC), is a consumer-oriented non-profit organisation, founded to make the science behind food and health more accessible and easier to understand among the public. Our mission is to produce science-based content to inspire and empower healthier and more sustainable diets and lifestyles among Europeans.

Press Contacts
EUFIC:

• Marie-Christine Thurm: marie-christine.thurm@eufic.org
• Rhodi Ramsay: rhodi.ramsay@eufic.org