Grain Foods Foundation scales up campaign to advocate for long-term health benefits of grains
The campaign, which represents a significant expansion of the organization’s 2023–2026 strategic plan, aims to reconnect consumers with the science-backed benefits of both whole and enriched grains as foundational elements of a balanced diet.
USA – The Grain Foods Foundation (GFF) is ramping up its science-based campaigns to promote the long-term health benefits of grain-based foods amid rising misinformation that labels many grain‑based products as harmful “ultra‑processed foods.”
The foundation plans to build on last autumn’s “Grain Foods Make the Moment” media push by deepening ties with grain companies, expanding social media outreach, and funding additional research to highlight the nutritional role of grains.
Launched in late October 2025, the initiative featured 30-second video spots across Instagram, YouTube, and TikTok, showcasing grains in everyday meals like peanut butter and jelly sandwiches and egg sandwiches to highlight their role in balanced diets.
Executive Director Erin Ball reported the campaign surpassed expectations in impressions and engagement, prompting plans to weave this content into core messaging through August 2026 while pursuing funding for influencer partnerships.
This amplification counters recent challenges, including the 2025-30 Dietary Guidelines, which downplayed grains, and public statements by the US Department of Health and Human Services Secretary criticizing refined carbohydrates.
A Harvard study reinforces GFF’s stance, linking whole-grain consumption to a 5-9% reduced risk of cardiovascular mortality over 25 years, and emphasizes grains’ vital nutrients, such as fibre, B vitamins, folate, and iron.
Recent Nutrients research further shows that both whole and refined/enriched grains boost diet quality, nutrient intake, and accessibility for all demographics.
GFF recently hosted a webinar for 4,400 dietitians on the public health impact of enriched grains, encouraging manufacturers like Grain Craft and Ardent Mills to repurpose the unbranded assets in their marketing.
The foundation’s sister group, Grain Foods Research Institute, funds six studies, including food pattern modelling for upcoming guidelines set for release in six months.
Enrichment history since the 1940s has nearly eradicated B-vitamin deficiencies and slashed neural tube defects by 35% via folic acid fortification, with grains now key fiber sources despite low whole-grain consumption.
By fostering industry collaboration, GFF aims for sustained consumer education on grains’ enduring contributions to metabolic health, affordability, and longevity.
Sign up to HERE receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.
