Fuldkornspartnerskabet

What Fuldkornspartnerskabet does

Fuldkornspartnerskabet (the Danish Whole Grain Partnership) is a non-profit public-private partnership founded in 2008 and headquartered in Copenhagen, Denmark, that promotes whole grain consumption among the Danish population to reduce lifestyle disease risk. Its core asset is the Fuldkornslogoet (Danish Whole Grain Logo), an orange certification mark guaranteeing that a labelled product contains a defined minimum of whole grain and stays under thresholds for fat, salt, and sugar; logo products also meet The Nordic Keyhole criteria. The logo currently appears on more than 1,000 SKUs across categories including rye bread, crispbread, pasta, rice, white bread and oatmeal, and is recognised by 69% of Danes, of whom 80% say they shop according to it (Megafon 2024). Supporting assets include an online recipe platform, downloadable recipe booklets, free printed campaign materials, and the annual "Årets Fuldkornsdag" (Whole Grain Day) campaign.

The partnership is coordinated by 29 partner organizations spanning the Danish Veterinary and Food Administration (Fødevarestyrelsen), three health NGOs (Kræftens Bekæmpelse, Hjerteforeningen, Diabetesforeningen), leading grain and bakery companies (Valsemøllen, Kohberg, Lantmännen Cerealia, Lantmännen Schulstad), the three largest Danish grocery groups (Coop, Salling Group, REMA 1000) and foodservice operator ISS Facility Services. A small secretariat of two full-time staff and a student assistant, housed at Dansk Industri (DI) under DI's CVR number, runs campaigns, content, and partner coordination; the partnership itself is not a separate legal entity.

Revenue is generated solely through annual membership fees from the 29 partners, yielding a total annual budget of approximately DKK 2.4 million that funds secretariat salaries and all partnership activities; no commercial pricing exists for end consumers, and educational materials are distributed free of charge. Go-to-market is community- and event-led, channeled through the partner ecosystem, organic social (Instagram, Facebook, LinkedIn), the fuldkorn.dk website, and partner retail networks. The model has been designated a best practice case by the European Union, OECD and the United Nations, and is associated with more than doubling average Danish whole grain intake over a ten-year period.

Name

Fuldkornspartnerskabet

Legal name

Fuldkornspartnerskabet

Website

https://fuldkorn.dk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Fuldkornspartnerskabet is a Danish non-profit public-private partnership that operates the national Whole Grain Logo certification and coordinates 29 partners across government, health NGOs, food companies, retailers and foodservice to increase whole grain consumption among Danish consumers.

Ownership category

akta.pro rank

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Annual membership contributions: All partners in Fuldkornspartnerskabet pay an annual membership fee. The total annual budget is approximately 2.4 million DKK, which covers secretariat salaries and all partnership activities.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels7 records

Core offering

Fuldkornspartnerskabet operates as a public-private partnership that manages the Danish Whole Grain Logo (Fuldkornslogoet), a certification mark identifying food products meeting nutritional criteria for high whole grain content and low fat, salt, and sugar. The partnership brings together 29 government, NGO, food industry, and retail partners to promote whole grain consumption among Danish consumers. It coordinates awareness campaigns, distributes free educational materials, and runs the annual Whole Grain Day campaign.

Product overview

Fuldkornspartnerskabet (The Danish Whole Grain Partnership) is a public-private partnership that promotes whole grain consumption in Denmark. The organization's core offering centers on the Fuldkornslogoet (Whole Grain Logo), a certification program that allows food products meeting nutritional criteria to bear an orange logo identifying them as whole grain-rich. Supporting this core certification are digital recipe resources including an online recipe platform (Opskrifter) with hundreds of whole grain recipes, downloadable recipe booklets (Opskriftshæfter), and free educational/campaign materials (Materialer) such as posters and brochures that can be ordered or self-printed. The organization also runs the annual Årets Fuldkornsdag campaign event to raise awareness about whole grain consumption.

Differentiator

Problem solved

Functional benefit

Products and services

• Fuldkornslogoet (The Danish Whole Grain Logo) The Danish Whole Grain Logo is an orange certification mark that signals to consumers that a food product contains a certain amount of whole grain and meets nutritional criteria for low salt, fat, and sugar. Products with the logo also meet The Nordic Keyhole criteria. The logo is available on oatmeal, rye bread, crispbread, pasta, rice, white bread, and other qualifying foods, and is licensed to partner organizations that manufacture qualifying products.

Quantifiable outcome

• Daily whole grain intake doubled from 36g per 10 MJ to 82g per 10 MJ in 10 years
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

16 partnerships are on record, tiered core and minor.

• Fødevarestyrelsen (Danish Veterinary and Food Administration)coreStrategic or Co-development PartnerGovernment partner contributing regulatory expertise and dietary guidance. Represented on the board by Kirstine Mahler (Enhedschef). Helps Danes follow the recommendation to eat 90g of whole grains daily.
• Kræftens Bekæmpelse (Danish Cancer Society)coreStrategic or Co-development PartnerHealth NGO partner focused on cancer prevention. Contributes to the partnership with expertise on the link between whole grain consumption and reduced colorectal cancer risk. Previously housed the secretariat.
• Hjerteforeningen (Danish Heart Foundation)coreStrategic or Co-development PartnerHealth NGO partner focused on cardiovascular health. Natasha Selberg (Chefkonsulent) represents the organization on the board. Emphasizes the strong documentation linking whole grain intake to prevention of cardiovascular disease.
• Diabetesforeningen (Danish Diabetes Association)coreStrategic or Co-development PartnerHealth NGO partner contributing expertise on the link between whole grain consumption and type 2 diabetes prevention. Lisa Witt (Rådgivningskonsulent og klinisk diætist) represents the organization.
• Valsemøllen A/ScoreStrategic or Co-development PartnerLeading Danish grain company and founding partner. Niels Brinch-Nielsen serves as Board Chairman. Developed the lentil soup recipe featured on the site. Whole grains are a primary focus in all new product development.
• Coop Danmark A/ScoreStrategic or Co-development PartnerMajor Danish retail chain and partner. Mette Mecklenburg (Fødevarekonsulent) represents Coop on the board. Proud to support the partnership and pleased with the results of the well-functioning collaboration for Danes' health.
• Kohberg Bakery Group A/ScoreStrategic or Co-development PartnerDanish bakery group and board member. Søren Egesborg (CEO) serves on the board. 18 of Kohberg's bread and rolls were marked with the Whole Grain logo in 2023. Every new product considers whether to include a higher proportion of whole grain.
• Salling GroupcoreStrategic or Co-development PartnerDanish retail group (Bilka, Føtex, Netto). Rikke Lynggaard (Category Director) represents the group on the board. Works continuously to improve product range and develop whole grain products that taste good and are accessible to as many people as possible.
• REMA 1000 Danmark A/ScoreStrategic or Co-development PartnerDanish discount retail chain. Anders René Jensen (Kommerciel direktør) serves on the board. Emphasizes that changing consumer purchasing habits requires shared knowledge, goals, and action.
• Lantmännen Cerealia A/ScoreStrategic or Co-development PartnerNordic agricultural cooperative. Kim Madsen represents Lantmännen Cerealia on the board. Whole grains are one of the first parameters discussed when developing new products.
• Lantmännen Schulstad A/ScoreStrategic or Co-development PartnerLargest bread supplier to Danes. Pernille Bang-Löwgren represents the company on the board. Continuously improves products to offer bread with minimum amounts of whole grains and fibers.
• ISS Facility Services A/ScoreStrategic or Co-development PartnerOne of Denmark's largest canteen providers. Morten Hassing Schlichtkrull (Head of Food Product and Performance) represents ISS. ISS serves 35,000 daily diners and uses the partnership to inspire healthier choices.
• Dansk Industri (DI) — Food DivisioncoreStrategic or Co-development PartnerConfederation of Danish Industry — Food division. Jakob Lave (Branchedirektør) is an observer on the board. The secretariat is currently housed at DI's premises.
• AurionminorStrategic or Co-development PartnerOrganic/dynamic bakery company shown in partner logos section on the website.
• Geia FoodminorStrategic or Co-development PartnerFood company shown in partner logos section on the website.
• LeksandsminorStrategic or Co-development PartnerSwedish crispbread company shown in partner logos section on the website.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Others

• European Food Information Council (EUFIC): Europe-based food information non-profit that translates nutrition science for consumers and partners. Related ecosystem player with shared mission of evidence-based consumer education around food and health.

Direct peers

• Nordic Keyhole (Nyckelhålet): Nordic front-of-pack nutrition symbol managed by national food authorities in Sweden, Norway, Denmark, and Iceland. Already co-applied on Danish Whole Grain Logo products; comparable consumer-facing healthy-food endorsement with regulatory backing.
• Choices International Foundation: International non-profit running a front-of-pack nutrition certification program (Choices logo) for healthier food products. Comparable front-of-pack endorsement model, multi-stakeholder governance, and consumer education mission.
• HEALTHGRAIN Forum / EU Whole Grain Initiative: European industry-academia initiative promoting whole grain science, products, and consumption across EU member states. Highly comparable to Fuldkornspartnerskabet as a multi-stakeholder, evidence-based whole grain promotion effort.
• Whole Grains Council: U.S.-based non-profit that runs the Whole Grain Stamp, the closest international analogue to the Danish Whole Grain Logo. Both organizations certify qualifying products with a consumer-facing mark and promote whole grain consumption through industry partnerships.
• German Whole Grain Initiative (Vollkornbündnis): German multi-stakeholder initiative bringing together industry, science, and policy to raise whole grain intake. Closely parallels the Danish partnership model of using a national coalition and logo-based consumer signaling to drive dietary change.
• Oldways Whole Grains Council: Heritage food advocacy non-profit promoting whole grains, including whole grain stamp programs and educational campaigns. Operates with a similar consumer-education, partner-funded model focused on dietary change.
• Dutch Whole Grain Initiative: Dutch public-private partnership promoting whole grain consumption in the Netherlands. Comparable multi-stakeholder structure (industry, government, health bodies) and certification/goals-based approach to raising national whole grain intake.

Regional players

• Grains & Legumes Nutrition Council (GLNC): Australian not-for-profit promoting grain and legume consumption through partnerships with food manufacturers, retailers, and health professionals. Mirrors the public-private partnership model and consumer education focus, though geographically separate.
• Health Promotion Board (HPB) — Healthier Choice Symbol: Singapore government-led program certifying healthier packaged food products with a consumer-facing symbol. Comparable front-of-pack endorsement logic and partner-driven product certification, though operating in a very different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/fuldkorn
• LinkedInlinkedin.com/company/fuldkornspartnerskabet
• Instagraminstagram.com/fuldkornspartnerskabet

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fuldkornspartnerskabet