Consumer activity



AHDB Cereals & Oilseeds invests in a variety of campaigns that aim to educate consumers about the health and lifestyle benefits of incorporating a range of cereals and oilseeds products into their diets as well as the importance of sustainable farming and food production.

The consumer marketing team use a wide range of tools to communicate their messages to the public including press, websites, social media, recipe booklets and events.

For details on how to get involved with AHDB Cereals & Oilseeds' consumer work, visit the get involved section.


AHDB Cereals & Oilseeds' consumer marketing work aims to grow the market for cereals and oilseeds products long-term in order to attain its vision of a profitable and sustainable arable supply chain. To achieve this, AHDB Cereals & Oilseeds takes a two-pronged approach:

  • Raise awareness of the nutritional benefits
  • Engage tomorrow’s consumers

It does this by:

  • Educating 
    Promoting the importance of cereals and oilseeds to the younger generation and encouraging a healthy, balanced diet
  • Informing 
    Communicating the health benefits with the help of leading nutritional experts
  • Inspiring
    Producing a selection of educational resources, nutritional information and recipes 



AHDB Cereals & Oilseeds nutrition campaigns focus on raising awareness of the benefits of wholegrains, oats and rapeseed oil to inspire and motivate consumers to eat and cook with them. Find nutritional information and recipes at:

Education is a curriculum-linked education resource for teachers and parents to inform school-aged children about the story of grain-based food from the farm to mill to plate. It is a collaboration of AHDB Cereals & Oilseeds, Federation of Bakers (FoB) and Flour Advisory Bureau (FAB). For information on getting involved in education, click here.

To encourage a positive change with the next generation, AHDB Cereals & Oilseeds are working with AHDB sectors and the agricultural industry to deliver joint educational activities. To learn more click here.

Strategic area - Growing the market