Sustainably grown Oats from Europe

The EU SUS OATS project seeks to strengthen the market position of sustainably produced oat ingredients and derivatives from Sweden and Finland in three key EU markets: France, Germany, and the Netherlands. As demand grows for food systems that are both healthy and environmentally responsible, this initiative targets the B2B segment of the food manufacturing industry to promote the substitution of imported oats and non-EU grains with European, sustainably sourced alternatives.

The primary objective is to increase the market share of Nordic oat products by 25% annually between 2026 and 2028, generating an additional €9.0 million in market value. By prioritising processed oat ingredients over bulk grain exports, the project aims to maximise economic and nutritional returns while minimising environmental impact through shorter supply chains and enhanced value retention within the EU.

A central pillar of EU SUS OATS is the promotion of sustainable cultivation practices. Sweden and Finland’s oat sectors are rooted in generational farming expertise, precision agriculture, and circular food systems, offering strong environmental credentials. These methods contribute to improved soil health, lower greenhouse gas emissions, and resilient agroecosystems, aligning with EU climate and sustainability objectives.

The project’s image objective is to increase awareness of these sustainability benefits by 5% among targeted B2B stakeholders, based on baseline data collected at launch. Through educational outreach and the promotion of both traditional and novel oat-based applications, including plant-based innovations, EU SUS OATS will advocate for oats as a key ingredient in sustainable European food production.