Australia rolls out certified whole grain logo for elevated transparency

27 Oct 2021 --- Australia is set to gain a certified trademarked whole grain logo on items containing between 25 to 100% of whole grain ingredients.

The move, spearheaded by the Grains & Legumes Nutrition Council (GLNC), aims to promote transparency, as consumers find labeling confusing. 

“Consumers trust third party certification, and it will be a way to attract consumers to whole grain food options,” Sara Grafenauer, accredited practicing dietitian and general manager of the GLNC, tells NutritionInsight. 

“Key to future food supply”
According to Grafenauer, whole grain is well-placed to address gut health concerns and be a healthy option for consumers.

“We know that whole grain products are growing faster globally than dietary fiber, make the most of the plant protein trend and those surrounding gut health,” she says. 

“Whole grains are also key to the future food supply, being a more sustainable food choice while also being far better for health.” Consuming 48 g of whole grain per day could save up to AUS$1.4 billion (US$1.05 billion) in healthcare costs.

Meeting targets
Having a certified logo could help consumers meet their daily target of 48 g per day and, in turn, save up to AUS$1.4 billion (US$1.05 billion) in healthcare cost, GLNC notes.

“The calculation is based on the potential cost savings and the productivity losses from just two diseases, Type 2 Diabetes and cardiovascular disease. We have data that shows there would be a 32% reduction for Type 2 Diabetes and a 13% reduction for cardiovascular disease,” Grafenauer explains.

Change a “matter of time”
Although the daily whole grain target could be met by consuming a sandwich that is either whole grain or wholemeal, consumers find labeling confusing. The inability to easily identify whole grain products is therefore a significant barrier to purchase, warns GLNC.

Already, a number of large businesses are using the logo on product websites, and it is a matter of time before it spreads across the market, Grafenauer notes. 

“For the industry, it helps support those who have already invested in making great whole grain products,” she adds.

Confusing labeling has been an issue noted in the US, with items such as whole grain labels on cereals, bread and crackers flagged as confusing and potentially misleading, according to recent research. 

Numerous studies have highlighted the benefits of whole grain to health, with Finnish researchers noting that one serving could reduce Type 2 diabetes cases, saving between €300 million (US$349 million) to almost €1 billion (US$1.2 billion) over the next ten years in treatment costs.

By Andria Kades