Fedima sets its sights on wholegrains

By Gill Hyslop contact

- Last updated on GMT

Fedima is hoping to stimulate conversation over the importance of incorporating wholegrains in bakery items. Pic: GettyImages/olgakr
Fedima is hoping to stimulate conversation over the importance of incorporating wholegrains in bakery items. Pic: GettyImages/olgakr

Related tags: FEDIMA, wholegrains, International Wholegrain Day, sourdough

To celebrate International Wholegrain Day (16 November), the Federation of European Manufacturers and Suppliers of Ingredients to the Bakery, Confectionary and Patisserie Industries (Fedima) has launched an interactive online campaign to promote the uptake of the essential fibre by the European bakery industry.

The campaign follows in the footprint of the Federation’s 2020 Sourdough Campaign,​ both designed to encourage discussion and sharing of resources.

It also builds on the Understanding Wholegrain​ paper drafted by Fedima’s Technical Committee to provide members with a common baseline understanding of wholegrain, as well as including an overview of wholegrain names and legal definitions across Europe.

Like its Sourdough predecessor, the #Wholegrain Explained campaign includes a series of media elements and other educative materials about wholegrain.

Another staple of the bakery industry

“Given the success of the past Sourdough Campaign, Fedima is delighted to be launching a campaign on another staple of the bakery industry: wholegrain,”​ said Dirk Van ham, secretary general of Fedima.

“We have decided to conduct a campaign over several weeks that will focus on providing educative information about wholegrain in what we hope is an engaging manner. Our intention is to open up a debate and encourage curiosity around wholegrain throughout the coming months and years.”

Fedima is the official voice​ for member associations in 13 countries across Europe at EU level on key policy topics to support and grow the baked goods sector.​ The federation represents more than 24,000 direct employees across Europe, which bring in around €1.6bn in annual turnover.

“Wholegrain has been part of European baked goods traditions for thousands of years,” ​added Van Ham.

“We are happy to be working to further increase the understanding around what it is and what it can offer. Through this campaign, Fedima hopes to highlight the diversity of this ingredient and products containing this ingredient, as well as its key characteristics and appeal, ensuring that it also has a bright future.”

Related topics: Ingredients, Industry Voices, Markets, Health

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