CEEREAL is the voice of the breakfast cereal and oat milling industries in the EU. Its mission is:

  • to work towards creating a positive and balanced regulatory environment conducive to sustainable growth and innovation for all EU breakfast cereal and oat milling companies,
  • to promote and defend the specific interests of the breakfast cereal and oat milling industries to the EU institutions, EU level stakeholders and consumer and industry associations,
  • to promote breakfast as the most important meal of the day as well as to emphasise the role of breakfast cereals within breakfast and as a part of a healthy diet and lifestyle.

CEEREAL acts as the representative of the breakfast cereal and oat milling industries in the EU, in close cooperation with all its members and as an active, committed and responsible stakeholder, engaging with the European authorities and all stakeholders in an open dialogue. Through its network of national associations, CEEREAL represents small, medium-sized and large breakfast cereal and oat milling companies across EU Member States.

CEEREAL’s activities, backed up by the knowledge, experience and the expertise provided by its members, cover all non-competitive matters affecting the breakfast cereal and oat milling industries. More specifically, CEEREAL closely monitors and provides input to draft legislation, policy papers and regulatory issues that affect the breakfast cereal and oat milling industries such as health & nutrition, safety & quality, sustainable growth, as well as consumer information on breakfast cereals and oat products.

CEEREAL is the breakfast cereal and oat milling industries’ representative in the European food & drink association FoodDrinkEurope, where it helps to further develop the wide range of European policies affecting the food industry in general, and the breakfast cereal and oat milling industries in particular.