HGCA’s tasty way to a healthy heart

HGCA has created a special range of recipes in support of National Heart Month that aims to inspire consumers to include more wholegrain, oats and rapeseed oil as part of a healthy, balanced diet.

HGCA’s consumer marketing campaigns, Wholegrain Goodness, All About Oats and Rapeseed Oil Benefits, aim to raise awareness of the culinary and nutritional benefits of these cereals and oilseeds. The recipes can be found online and there are also free recipe booklets available containing easy, tasty and healthy recipes. Since January 2013 about 67,000 of these recipe booklets have been issued.

HGCA’s Wholegrain Goodness campaign recently encouraged consumers to take part in a wholegrain challenge, which generated nearly 500 discussion posts on the social site Mumsnet.com. The challenge was to include wholegrain in at least one meal or snack a day for two weeks.

Donna Neary, HGCA’s Marketing Executive, said: “The engagement, enthusiasm and honesty we got from Mumsnetters is invaluable in terms of consumer insight and word-of-mouth marketing. Amongst other things we found that mums were surprised at how much wholegrain they were already eating and at how easy it is to include wholegrains such as oats into their daily family meals.”

To order a copy of the recipe booklet, visit the HGCA microsite WholegrainGoodness.com/get-recipe-booklet

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