65 Oats joins collaborative ‘Sustainable Oats from Europe’ campaign directed to Asia

Ruokatieto Yhdistys ry from Finland and Lantbrukarnas Riksförbund (LRF) from Sweden have been awarded a €1.8 million contract to promote European oats in key Asian markets on behalf of the European Union. The “EU OATS – Sustainable Oats from Europe” campaign, launched in January 2025, aims to raise awareness and preference among Asian consumers by highlighting the quality, taste, and sustainability of European oats.

Representing the EU-27, Finland and Sweden will lead the campaign, leveraging their expertise in sustainable grain production to showcase the superior Nordic oats portfolio. The initiative targets Japan, China, and South Korea, three major and growing oat-importing markets in Asia.

Ruokatieto and LRF will collaborate with five key Nordic oat companies —Fazer, Lantmännen, 65 Oats by Kinnusen Mylly, Helsinki Mills, and Berte Qvarn — under the Nordic Oats network to drive exports and strengthen market presence.

Driving Export Growth Through Collaboration

The campaign will focus on expanding the reach of unique Nordic oats through strategic business-to-business (B2B) and business-to-consumer (B2C) initiatives. By engaging new B2B audiences and tailoring consumer outreach to local market preferences, the program will maximize impact across Asia. Digital marketing, industry events, and targeted communication will play a crucial role in promoting sustainable European farming practices, such as precision agriculture, while also emphasizing the health benefits of oats.

“This collaborative effort allows us to showcase what makes Nordic oats special,” says Marja-Riitta Kinnunen, Marketing Director at Kinnusen Mylly. “It is a great step forward for our exports. Together we can share our quality story more effectively and demonstrate to Asian markets why our oats stand out – exceptional in taste, sustainability, and versatility.”

“It is fantastic that we have received this decision from the Commission. This is a significant step for the companies to expand exports and open new market opportunities. Ultimately, this decision will benefit our skilled farmers — the most essential part of our oat value chain,” says Anna Carlström, Manager of Nordic Oats.

A Commitment to Sustainability and Quality

Running from 2025 to 2027, the campaign will communicate three key messages: European oats are healthy, sustainable, and exclusive. Under the theme “Enjoy — it’s from Europe,” the initiative will highlight Nordic oats’ premium quality and commitment to environmentally responsible farming.

The European Commission has allocated €1.8 million to co-finance 80% of the campaign, with the remaining funding provided by participating companies.