At a time when so many of us are focused on a certain sports event taking place in Brazil, you may somehow have missed a big victory scored by the Danes in a contest more near and dear to our hearts: Denmark may well have captured the title of worldwide whole grain consumption champions.

According to Rikke Iben Nees, Campaign Manager for the Danish Whole Grain Partnership (the rough equivalent of our Whole Grains Council), Danes now average 63 grams of whole grain intake a day, and 30% of the Danish population now eats that country’s recommended amount of 75 grams of whole grain per day.

When the Danish Whole Grain Partnership started its work in 2009, only 7% of children ate the recommended amount of whole grain for their age; now that’s risen to 43%. When it comes to adults, 5% ate the recommended amount of whole grain in 2009, and now 27% meet that target. Even the quarter of the Danish population with the lowest intake eats, on average, 23 grams of whole grain a day.

How does this compare to the U.S.? As we detailed in an earlier blog, the most up-to-date consumption figures in the U.S. date from way back in 2009-2010, while Denmark’s numbers are from 2011-2013. But it’s safe to assume we’re not even in the final round of the championship, since the Danes were outscoring us way back. In a 2000-2004 survey, Danes averaged 36 grams of whole grain per day, while in 2010 Americans averaged only around half that level.

So what’s their game plan? How have the Danes almost doubled whole grain consumption in just a few short years? One reason is their very clever promotions of whole grains. We reported earlier on a 2011 whole grain giveaway in Copenhagen’s main train station, and their first National Whole Grain Day (modeled after our Whole Grain Sampling Day) in 2012.

The good ideas just keep coming. This spring, Rikke and her colleagues have created a team of five Whole Grain Heroes, shown above (left to right):

• Havre Helten (Oat Hero)

• Hvede Helten (Wheat Hero)

• Fuldkornsris Helten (Brown Rice Hero)

• Rug Helten (Rye Hero)

• Byg Helten (Barley Hero)

They’re using these cute characters to help children become even more familiar with the major whole grains consumed in Denmark – in hopes that the next generation will grow up just assuming that grain foods should be made with whole grains. You can see additional photos on their Facebook page. What kid wouldn’t be drawn to these appealing characters?

Congratulations to the Danish Whole Grain Partnership for all their great work. And kudos to the Danish people for recognizing the benefits of enjoying more whole grains. (Cynthia)