AHDB drills home the beauty of beige whole grains

By Gill Hyslop

- Last updated on GMT

The future of beauty is ... beige. Pic: AHDB
The future of beauty is ... beige. Pic: AHDB

Related tags Agriculture and Horticulture Development Board whole grains Beige is Beautiful Prudence Staite Dr Gill Jenkins @telltalefood

The UK’s Agriculture and Horticulture Development Board (AHDB) has launched a consumer marketing campaign that features a striking piece of art made entirely from whole grains that run the gamut from 'brown' to 'ecru'.

The Beige is Beautiful​ initiative extends on the AHDB’s We Eat Balanced campaign and turns a popular cultural belief on its head by highlighting that so-called bland-looking ‘beige’ food is still appetising. It’s main thrust, however, is to raise the bar on whole grains.

AHDB enlisted renowned food artist Prudence Staite to create the centrepiece, which forms the visual springboard to elicit debate among consumers regarding the role of whole grains in a healthy diet.

Beige is beautiful 1

The campaign is being supported by Dr Gill Jenkins, GP and SHDB Food Advisory board member, who delves into the health attributes and the necessity of getting a daily dose of 30g of fibre, and food and farming influencer Julius Roberts (@telltalefood), who is calling on his followers to share whole grain recipes and tips.

The advantages of whole grains is their innate ability to help reduce the risk of many common diseases, such as heart disease, stroke, type 2 diabetes and bowl cancer. Additionally, they add a unique level of flavour, texture, crunch and mouthfeel to baked goods and other foods.

Good health

“Whole grains play an important part in a healthy and balanced diet providing a good source of dietary fibre and other nutrients we need for good health,”​ said Dr Jenkins.


“Currently, adults in the UK only eat around 20g fibre a day, so most of us need to increase our intakes. Choosing foods with fibre may also make us feel fuller for longer and having a high fibre diet can help digestion and prevent constipation.”

AHDB Cereal and Oilseeds strategy director Martin Grantley-Smith, added, “Consumers are bombarded daily with messages about what they should and shouldn’t eat, and this campaign builds on AHDB’s ‘Eat Balanced’ work earlier this year to put the message out there that whole grains are an important part of a healthy balanced diet.”

AHDB is a statutory levy board established in 2008, funded by farmers, growers and other stakeholders in the supply chain, to create a more sustainable food system. AHDB’s remit covers 72% of total UK agricultural output, including cereals and oilseeds, horticulture, livestock, milk and potatoes.

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