About Whole Grain Goodness

An independent, not-for-profit campaign

Welcome to Whole Grain Goodness, which is an independent, not-for-profit campaign. Here you’ll find everything you need to know about whole grains, including how they’re beneficial to your health and delicious recipe ideas.

Launched in 2004 by AHDB Cereals & Oilseeds, this campaign about whole grains aims to increase awareness of the culinary and nutritional benefits of whole grains (e.g. whole wheat and oats) as part of a healthy balanced diet, and to inspire people to eat them every day.

There are a variety of delicious whole grains widely available that are simple to include into everyday life and they can offer many nutritional benefits. For example, whole grains are a good source of fibre and public health advice encourages eating more as part of a healthy balanced diet. UK government guidelines recommend that adults should aim to eat at least 30g of fibre each day; but currently people are only managing about 18g.

Whole Grain Goodness

AHDB (Agriculture & Horticulture Development Board)

A statutory levy board, funded by farmers, growers and others in the supply chain and managed as an independent organisation (independent of both commercial industry and government). AHDB’s purpose is to equip levy payers with independent, evidence-based information and tools to grow and become more competitive and sustainable.

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AHDB Cereals & Oilseeds

The UK-wide cereals and oilseeds division of AHDB. Funds research, knowledge transfer, market information, business development activity, export and consumer marketing promotional activities. Its vision is to create a dynamic UK arable supply chain where all are able to profit from a sustainable sector. Its mission is to deliver a world-class arable industry through independence, innovation and investment.

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Whole Grain Goodness
Whole Grain Goodness