Oats: The All-rounders
Oats are one of the most versatile cereals around – in nutrition, food production and agriculture. The German campaign “Hafer Die Alleskörner” (“Oats: The All-rounders”) provides information about oats, their nutritional value, their health-related benefits, their many uses and their role in agriculture.
The campaign is a joint communication initiative of German oat mills within the German Cereal Processing, Milling and Starch Industries' Association (VGMS). It was launched in 2008 to strengthen knowledge and awareness of oats and oat products and to communicate scientifically based information about their nutritional and physiological properties.
What the campaign does
- provides accessible information about the nutritional profile of oats and oat products;
- explains the role of oat-specific beta-glucan and other nutrients;
- communicates scientific findings on topics such as cholesterol, blood glucose, satiety and digestive health;
- provides practical information and materials for nutrition professionals and other multipliers;
- informs consumers about the variety of oat products and ways to use oats in everyday meals;
- highlights the agronomic benefits of oats and their role in diversified crop rotations.
Who we address
The campaign primarily addresses nutrition and health professionals, other multipliers in the fields of nutrition and health, media and – of course – consumers. Agricultural information is aimed at farmers and other professionals involved in crop production and the oat value chain.
From health to agriculture
The campaign brings together two sides of oats: their value as a nutrient-rich food and their potential as an agronomically valuable crop. This makes oats relevant from field to food – from crop rotation and soil management to processing, food products and everyday nutrition.