Our members provide enjoyable, safe, nutritious, affordable, and sustainable breakfast cereals, which are valued by all people. 

Our mission is to be the voice of the European breakfast cereal and oat milling industries in order to

  • to represent the specific interests of our members towards the EU institutions, regulators, and external stakeholders,
  • to help shape a balanced and science-based regulatory environment conducive to sustainable growth and innovation for European breakfast cereal and oat milling companies.
  • to promote the role of breakfast cereals and oats as part of a healthy and sustainable diet and lifestyle, 
  • to support members in their progression towards sustainability from seed to spoon. 

 

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.