Glebe Farm Foods, a leading British producer of 100% pure, gluten free oats and owner of the PureOaty brand – currently the only Coeliac UK certified gluten free oat drink on the market – has announced it will help the charity to raise awareness throughout 2024.
The support included a range of activity during Coeliac Awareness Month in May. This year’s campaign was themed ‘Coeliac Disease Is Different For Everyone’, and Glebe Farm joined the organisation in highlighting how diverse the effects of the disease can be for everyone, as this can lead to misunderstanding and misdiagnosis.
According to screening studies, one in 100 people in the UK have coeliac disease, but only 36 per cent of people are medically diagnosed. Symptoms range from the more commonly expected stomach bloating and fatigue all the way through to neurological problems and unexplained sub fertility. With a lack of education around all the potential symptoms, many people go years without a diagnosis which can have severe implications for their health.
Glebe Farm's PureOaty is currently the only oat drink on the UK market to proudly carry Coeliac UK's Crossed Grain trademark: an internationally recognised symbol used by food brands on their pre-packed food and drinks to show consumers quickly and easily that the gluten free claim can be trusted.
Glebe Farm said the announcement highlights its commitment to providing retailer partners and customers with the highest-quality gluten free products, whilst also raising awareness of coeliac disease and encouraging people to take the charity’s online self-assessment tool to see if they should be tested.
The oat producer’s support of the charity will also see further education on gluten free oats for people with coeliac disease through social media content and consumer events. An educational campaign for businesses and operators in grocery and foodservice will also run in the trade media, through Glebe Farm’s editorial features and advert creative.
Oats contain avenin, which is a protein similar to gluten. Research has shown that most people with coeliac disease may consume gluten free oats without causing any long term problems. The main issue is that sometimes oats are produced in the same place as wheat, barley, and rye, and then become contaminated with these other gluten containing grains. Coeliac UK’s Crossed Grain trademark ensures shoppers that all Glebe Farm products are suitable for a gluten free diet.
To highlight this, an educational panel on the side of PureOaty’s packaging will roll out in the coming months to assist consumers.
“Supporting the work of Coeliac UK is hugely important for Glebe Farm Foods, as our gluten free offering is one of our most crucial points of difference when compared to other oat based food and drink products on UK shelves,” Philip Rayner, founder and managing director of Glebe Farm Foods said.
“The Crossed Grain symbol doesn’t just represent safety and inclusivity, but our dedication to producing the very best, gluten free oat products. Our support of Coeliac UK will see us tap into our resources and contacts to reach and educate more individuals about the importance of gluten free options, enhancing the overall experience for our valued customers as well as the wider gluten free community.”
Christopher Kidd, Commercial Director at Coeliac UK said: "As the leading charity for people who need to live without gluten, Coeliac UK greatly appreciates the support of our commercial partners. Glebe Farm have been a loyal partner of our Crossed Grain trademark scheme for 10 years, consistently delivering top class, innovative products that benefit our community. Glebe Farm have already shown great collaboration by hosting Coeliac UK at their stand during various events which has helped us establish new contacts and secure new partners committed to advancing the gluten free world.”
