Vienna, 19.11.2019: The Whole Grain Initiative, a partnership of leading international organisations dedicated to promoting whole grain, is calling on EU Member States to prioritise whole grain in their national dietary guidelines, to increase the consumption of whole grain.

International Whole Grain Day is launched today and aims to highlight the positive impact of whole grain on nutrition, wellbeing, and sustainability. To inaugurate the first edition of International Whole Grain Day, The Whole Grain Initiative will be hosting a launch event at the European Parliament in Brussels alongside MEP Elsi Katainen (FI, Vice-Chair of AGRI Committee). The event will look at how policymakers and stakeholders can work together to encourage more people to ‘make their grains whole’ as part of healthy and sustainable dietary patterns.


The European Breakfast Cereal Association (CEEREAL) represents the breakfast cereal and oat milling industries towards the European Union and its institutions, industry and consumer associations as well as consumers. Established in 1992 by eight national breakfast cereal associations and counts today 10 member associations in 9 European countries and 14 company members. CEEREAL is seeking to recruit a Brussels-based, Full time Regulatory Affairs Manager to cover a maternity leave.

We are Hiring

On 20 November, 2019 the Assemblies of AIDEPI (Italian Association of Confectionary and Pasta Industries) and AIIPA (Italian Association of Food Industries) have merged in a new Association called UNIONE ITALIANA FOOD.


CEEREAL welcomes its new company member Emco spol. s r. o., founded by Mr. Zdeněk Jahoda in 1990 Emco is one of the leading food company in the Czech Republic’s food industry. The focus on healthy products, high quality of raw materials and end products, modern technology, innovation and continuous monitoring of customer needs form the main pillars of Emco’s development and success.



The 2018 Meeting of the Oat Millers Committee (OMC) (group of oat milling companies in CEEREAL) took place on the 14th and 15th of June in Helsinki, Finland. The meeting was kindly hosted by the Finnish Flour Milling Association and co-organized by CEEREAL. It gathered around 40 oat millers and national associations from all over Europe.

CEEREAL attended an informative day in Madrid aimed at raising awareness about the importance of a healthy breakfast. The event took place in the Spanish Senate on 9 May 2018, at the initiative of various Spanish agri-food associations.


On 6 December 2017, the “Breakfast is Best” coalition, of which CEEREAL is a member, will launch its comprehensive report, The Importance of Breakfast in Europe: A Review of National Policies and Health Campaigns on the occasion of a EURACTIV Stakeholder Workshop entitled “Promotion of healthy diets in the EU: What role for breakfast?”

The Importance of Breakfast in Europe: A Review of National Policies and Health Campaigns takes a unique look into the way governments communicate around and promote consumption of breakfast in 16 European countries and is the result of work conducted by the Breakfast is Best campaign – which includes, alongside CEEREAL, the European Medical Association (EMA), the European Federation of the Associations of Dietitians (EFAD) and the European Club of Paediatric Dietitians/le Club Européen des Diététiciens de l’Enfance (CEDE) – and Professor Louise Dye, an expert on nutrition and behaviour at the University of Leeds.

NewsBrussels, 16 October 2015. 

“Rethinking Breakfast” is the title of the talk that Dr. Duane Mellor will be giving on 24 October in the context of the 9th EFAD/DIETS Conference 2015 (23/24 October, Amsterdam, The Netherlands). 

With what is promising to be a fascinating presentation, Dr. Mellor, Nottingham University, UK, will explore the benefits of breakfast and the role of grains and breakfast cereals in the diet in a highly mediatised era.

The Conference, hosted by the European Federation of Associations of Dietitians (EFAD), will see the launch of the “EFAD European Dietitians Action Plan”, which is a call to action for European dietitians to really show what they are doing at all levels to meet the European nutrition and health agenda. Therefore, the theme of the conference this year is “Dietitians meeting the Food and Nutrition Action Plan”.

More information on EFAD can be found at and on the conference, including registration, at the link .