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Cereal farmers ‘crucial’ to demand for healthy breakfast

With breakfast seen across the globe as a key part of a healthy lifestyle, Cereals Partners Worldwide’s John Gavin talks about the importance of UK farmers’ provenance and high standards to Nestle Cereals.

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Cereal farmers ‘crucial’ to demand for healthy breakfast

Breakfast was still the most important meal of the day and cereal farmers have a ‘critical’ role to play in meeting consumer demand for a healthy breakfast.

 

Shoppers may now have a lot more options but cereals were still the crucial component of breakfast for people around the UK, according to Cereal Partners Worldwide (CPW) John Gavin, technical director customer brands.

 

CPW produce Nestle cereals using 100 per cent UK sourced oats, barley and wheat and Mr Athanatos said provenance and local sourcing was remaining at the heart of the business going forward.


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Breakfast cereals were in a good place to respond to consumer demands for convenience and a healthy lifestyle, with Mr Gavin highlighting how convenient it was to pour a bowl of cereal with milk.

 

But they were also tapping into the trend for food on the go, with the increased popularity of cereal bars.

 

Convenience

 

“We are also about to launch a pot with milk with a spoon,” he said.

 

As the Government continued with its war on sugar, CPW have been reducing the amount of sugar in their cereals.

 

“We also manufacture shredded wheat. That range of products has never had any sugar additions,” he said.

 

He added while the emphasis in the mainstream media has been on sugar reduction, Government advice was to reduce sugar and increase fibre, which was why they were focusing on the wholegrain available in their cereal.

 

Provenance was of great importance to CPW, he said, with local sourcing giving them the high food standards which ‘go along with that’.

 

“We intend to carry on producing with locally sourcing ingredients where possible.”

 

Red tractor

 

He added they had produced the first cereal ever to include the red tractor logo.

 

“We are familiar with the criticisms of red tractor,” he said.

 

“We want to make sure audits are robust and are credible, it is critical. We want to be proud of using the logo.”

 

Mr Gavin highlighted the importance of keeping in touch with farmers to understand the decisions they were making with planting.

 

“On a personal level, a few of us manage to stay in touch to constantly engage. Formally it is with our suppliers,” he said.

 

“The ones who in turn buy from the farmers.”

 

He added the other aspect was keeping tabs on what was happening in the EU to ‘understand what is going to hit the farmers’.

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