Organisation and Mission

About CEEREAL

Quick facts about the European breakfast cereal industry Worth more than € 4 billion Production of 1 million tonnes per year UK, Germany and France are the main markets for breakfast cereals with respectively 50%, 20% and 10% shares of the market Per capita consumption varies from 1 Kg in Italy to 8 Kg in Ireland More than 70 companies employing over 11,000 people

The European Breakfast Cereal Association (CEEREAL) represents the breakfast cereal and oat milling industries towards the European Union and its institutions, industry and consumer associations as well as consumers. CEEREAL was established in 1992 by eight national breakfast cereal associations and counts today 11 member associations in 10 European countries.

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CEEREAL’s Mission

CEEREAL is the voice of the breakfast cereal and oat milling industries in the EU. Its mission is

• to work towards creating a positive and balanced regulatory environment conducive to sustainable growth and innovation for all EU breakfast cereal and oat milling companies,

• to promote and defend the specific interests of the breakfast cereal and oat milling industries to the EU institutions, EU level stakeholders and consumer and industry associations,

• to promote breakfast as the most important meal of the day as well as to emphasise the role of breakfast cereals within breakfast and as a part of a healthy diet and lifestyle.

CEEREAL acts as the representative of the breakfast cereal and oat milling industries in the EU, in close cooperation with all its members and as an active, committed and responsible stakeholder, engaging with the European authorities and all stakeholders in an open dialogue. Through its network of national associations, CEEREAL represents small, medium-sized and large breakfast cereal and oat milling companies across EU Member States.

CEEREAL’s activities, backed up by the knowledge, experience and the expertise provided by its members, cover all non-competitive matters affecting the breakfast cereal and oat milling industries. More specifically, CEEREAL closely monitors and provides input to draft legislation, policy papers and regulatory issues that affect the breakfast cereal and oat milling industries such as safety & quality, health & nutrition, sustainable growth, as well as consumer information on breakfast cereals and oat products.

CEEREAL is the breakfast cereal and oat milling industries’ representative in the European food & drink association FoodDrinkEurope, where it helps to further develop the wide range of European policies affecting the food industry in general, and the breakfast cereal and oat milling industries in particular.

Staff

President:	John Wanvig
Vice President:	Mauricio Garcia de Quevedo
Secretary-General:	Alexander Jess	jess@ceereal.eu
Public and Regulatory Affairs Manager:	Gabriella Scozzi	scozzi@ceereal.eu