CEEREAL: #FromSeedToSpoon

Published: 28/06/2021

The European Breakfast Cereals Association (CEEREAL) has launched their latest commitments to the contribution of breakfast cereals under the newly launched #FromSeedToSpoon campaign.

As part of this campaign, CEEREAL has launched their manifesto to support the transition towards a sustainable food system – from seed to spoon, including the following four commitments:

  1. To further improve the nutritional value of breakfast cereals, for example, by helping people eat more fibre and whole grains and by continuing efforts to reduce sugar and maintaining low levels of salt. 
  2. To help people choose a safe, nutritious and balanced breakfast, for example, by contributing to the development of harmonised front-of-nutrition labelling and continuing to provide good value per bowl of breakfast cereals.
  3. To continue to advertise responsibly and promote the benefits of breakfast, for example, by not engaging in marketing communications to children in primary schools, early childhood education centres or children’s care service centres across the EU. As the best way to start the day, we will continue to promote the benefits of breakfast overall. 
  4. To step up efforts to reduce the environmental footprint of breakfast cereal production and consumption, for example, by working together with farmers to promote the uptake of regenerative agricultural principles and practices, responsible sourcing as well as packaging reduction and recyclability.

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