“I eat oatmeal porridge every day,” says Krister Zackari, CEO of Lantmännen, adding that there is a lack of awareness of just how nutritious oatmeal is. Swedish oats are particularly rich in flavour and nutrients, thanks to the soil and milder climate in Scandinavia. “The long summer nights make the oats ripen slowly,” Zackari says. Oats are a comparatively new crop in Sweden, having been grown there since the late 18th century. “We eat plenty of oats in Sweden, but I believe we would feel better if we ate even more,” says Zackari.