Consumer activity

HGCA invests in a variety of campaigns that aim to educate consumers about the health and lifestyle benefits of incorporating a range of cereals and oilseeds products into their diets as well as the importance of sustainable farming and food production.

The consumer marketing team use a wide range of tools to communicate their messages to the public including press, websites, social media, recipe booklets and events.

For details on how to get involved with HGCA’s consumer work, visit the get involved section.

HGCA’s consumer marketing work aims to grow the market for cereals and oilseeds products long-term in order to attain its vision of a profitable and sustainable arable supply chain. To achieve this, HGCA takes a two-pronged approach:

• Raise awareness of the nutritional benefits
• Engage tomorrow’s consumers

It does this by:

• Educating
  Promoting the importance of cereals and oilseeds to the younger generation and encouraging a healthy, balanced diet
• Informing
  Communicating the health benefits with the help of leading nutritional experts
• Inspiring
  Producing a selection of educational resources, nutritional information and recipes

Farmhouse Breakfast Week

HGCA’s Farmhouse Breakfast Week is an annual campaign which aims to promote and educate consumers on the importance of getting a healthy start to the day. Currently running under the theme of Shake Up Your Wake Up, the annual campaign runs for a week at the end of January and has been celebrating breakfast since 2000. There are plenty of opportunities for farmers and other parts of the supply chain to get involved, click here for more information.

Nutrition

HGCA nutrition campaigns focus on raising awareness of the benefits of wholegrains, oats and rapeseed oil to inspire and motivate consumers to eat and cook with them. Find nutritional information and recipes at:

• Wholegrain Goodness
• All About Oats
• Rapeseed Oil Benefits

Education

Grainchain.com is a curriculum-linked education resource for teachers and parents to inform school-aged children about the story of grain-based food from the farm to mill to plate. It is a collaboration of HGCA, Federation of Bakers (FoB) and Flour Advisory Bureau (FAB). For information on getting involved in education, click here.

To encourage a positive change with the next generation, HGCA are working with AHDB sectors and the agricultural industry to deliver joint educational activities. To learn more click here.