Denmark is already playing a leading role in helping to drive healthier diets. Their ambitious action plan seeks to increase the consumption of plant-based foods while decreasing the consumption of meat. The initiative has been beneficial to improving the health of the public and the environment, with whole grains as a major focus. Led by Rikke Neess, Denmark’s national campaign for whole grains aims to make dietary changes at a population level.
The International Whole Grain Summit has been a major force pushing for healthy eating. It advocates for replacing refined grains with healthy whole grains. This project is part of Denmark’s overall efforts to tackle health inequalities and make citizens healthier. It includes a goal to help “reduce the ecological footprint of food production.” In fact, as early as 2009, the Danish government advised all Danes to eat four daily servings of whole grains. By 2013, that target was raised as authorities now looked for at least 75 grams per day. In June 2023, Denmark took a step even bolder. They’ve upped the target for whole grains to 90 grams per day, a testament to their commitment to healthier diets.
Healthy whole grains, particularly rye, have been a huge part of Danish culture for over a thousand years. Natasha Selberg from the Danish Heart Association wants to talk to you about why whole grains are good for you. She notes the power of these grains to reduce cholesterol and stabilize blood sugar. Denmark’s focus on whole grains is central to its success. Consequently, the nation has one of the lowest obesity rates in all of Europe.
The Danish whole grain coalition includes farmers, politicians, and environmental organizations. This collaborative effort aims to promote whole grains and educate the public about their health benefits. In 2008, the rollout of a new whole grain logo increased consumer familiarity. By 2019, 1,097 products carried the symbol with pride. According to a 2014 consumer survey, seven in ten Danes could identify the whole grain logo. This just goes to show the logo’s amazing effectiveness at bending consumer decisions to their will.
“We want to increase public health, but that’s a difficult task for only one partner to achieve,” said Neess. “When we work closely together, we can make it happen.”
Neess reiterated the need for collaboration across government and business sectors to find shared outcomes in reaching public health goals. She noted that the initiative is not politically driven, stating, “Not all countries can work together with government. It’s not a political project. Leftwing and rightwing governments have all been very supportive.”
Selberg spoke to Neess’s plan for Denmark’s public/private partnership model being a success. “Our public/private partnership is a very Danish thing, and it’s very successful,” she stated. The initiative has made important partnerships outside of Denmark, taking its reach to Germany, Japan and Sweden.
The campaign encourages everyone to eat more whole grains through a variety of methods, including educating consumers on their nutritional benefits. Neess explained that eating a grain’s whole kernel—comprising the bran, germ, and endosperm—allows individuals to benefit from “all the good parts.” The project initially gained momentum due to the popularity of low-carbohydrate diets like Atkins, which led to increased interest in healthier alternatives.
Neess firmly believes that even minimal changes within the food industry can lead to larger overall improvements. “Small steps. The food industry should look at what people eat and increase the amount of wholegrain gradually: 3%, 5%, etc.” She argues that through incremental changes, producers are able to do the most with their products to drive healthy eating choices among consumers.
The cultural importance of rye bread in Denmark is hard to overstate. With a history of more than 1,000 years, rye bread continues to be a festive staple in most households. Swedish major producers such as Lantmännen Schulstad have been instrumental in bringing this ancient staple back to the forefront of innovation. Neess remarked on the need to revitalize interest in rye bread: “We have to make rye bread great again.”
While personal testimonies from Neess suggest her strong dedication to introducing whole grains into her own diet, “I always eat oatmeal with blueberries and almonds for breakfast, a piece of rye bread for lunch, and focus on wholegrains at dinner – pasta, rice, pizza – with lots of veg,” she shared. She spoke about her specific love and preference for crispbread as an afternoon snack.
As Denmark deepens its commitment to whole grains, it strengthens a culture of health and community connection. It’s a day filled with so much positivity, happiness and sense of community,” Neess said about events held to engage people with the campaign’s brand.