AHDB Pierces the Beauty of Beige Whole Grains
the Beige is beautifulThe initiative builds on the AHDB’s We Eat Balanced campaign and overturns popular cultural belief by emphasizing that bland-looking “beige” food is always palatable. Its main goal, however, is to raise the bar for whole grains.
The AHDB enlisted acclaimed culinary artist Prudence Staite to create the centerpiece, which is the visual springboard to spark debate among consumers about the role of whole grains in healthy eating.
The campaign is supported by Dr Gill Jenkins, GP and member of the SHDB Food Advisory Board, who looks at health attributes and the need to get a daily dose of 30g of fiber, and the food and agriculture influencer Julius Roberts (@telltalefood), who calls on his followers to share whole grain recipes and tips.
The benefits of whole grains are their innate ability to help reduce the risk of many common illnesses, such as heart disease, stroke, type 2 diabetes, and bolus cancer. Plus, they add a unique level of flavor, texture, crunch and mouthfeel to baked goods and other foods.
“Whole grains play an important role in a healthy, balanced diet by providing a good source of dietary fiber and other nutrients we need for good health.”Dr Jenkins said.
“Currently, adults in the UK only eat around 20g of fiber per day, so most of us need to increase our intake. Choosing foods high in fiber can also make us feel fuller for longer, and eating a diet high in fiber can aid digestion and prevent constipation. In addition to this, you need to know more about it.
AHDB’s Grains 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 Well’ work earlier this year to get the message across that whole grains are an important part of a healthy and balanced diet. “In addition to this, you need to know more about it.
The AHDB is a statutory levy board established in 2008, funded by farmers, producers and other supply chain stakeholders, to create a more sustainable food system. AHDB’s mandate covers 72% of the UK’s total agricultural production, including grains and oilseeds, horticulture, livestock, milk and potatoes.