New art campaign seeks to raise awareness of whole grains

KENILWORTH, UNITED KINGDOM — The Agriculture and Horticulture Development Board (AHDB) has launched a new marketing campaign focused on raising awareness of the importance of including whole grains in a healthy, balanced diet.

The campaign, “Beige is Beautiful,” will feature artwork from food artist Prudence Staite, who will use whole grains to recreate an iconic piece of art that will be used as a visual reference to illustrate the campaign’s key messages. The campaign is expected to run during May and June.

According to the AHDB, the artwork will form the cornerstone of a consumer awareness campaign to help address the lack of understanding among consumers regarding the role of whole grains in a healthy diet. The campaign will be promoted via traditional and social media channels, the AHDB said.

The campaign also will be supported by food and farming influencer Julius Roberts, @telltalefood, who will create content on his social channels to highlight the importance of whole grains and encourage his followers to share their whole grain recipes and tips.

Meanwhile, Gill Jenkins, RD, a GP and Food Advisory Board member, will support the campaign by explaining the health attributes of whole grains and encouraging people to achieve their daily target of 30 grams of fiber through greater consumption of whole grains.

“Whole grains play an important part in a healthy and balanced diet providing a good source of dietary fiber and other nutrients we need for good health,” Jenkins said. “UK government guidelines advise adults should have 30 grams of dietary fiber a day as this is associated with a lower risk of heart disease, stroke, type 2 diabetes and bowel cancer.

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

The “Beige is Beautiful” campaign is part of the AHDB’s broader “We Eat Balanced” program.

Source: World Grain