A Public Private Partnership promises much and presents an exciting option to increase whole grain consumption. The whole grain content in the Danish diet in 2011-2012 seems to have increased markedly since calculations in 2004. Average whole grain intake is now 60 g/day/10 MJ in 2011-2012. In 2004, it was only 36 g/day/10 MJ (2). The Danish Whole Grain Campaign consists of 34 partners, including government, health organizations, and commercial partners such as producers, millers, gas stations, retailers, and craft bakeries.

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