Northern Irish oat miller gets on its bike to boost sales

ActivOat High Protein Porridge, produced by White's, Northern Ireland's oat miller, will have pride of place at a major international cycle race.

White's Oats, part of Fane Valley Group, one of Ireland's most progressive agri-food businesses founded over 114 years ago, is supporting Armagh's flagship 'International Road Race' event as a principal sponsor.

White's, the award-winning porridge oat and breakfast cereal business from Tandragee in county Armagh and parent group Fane Valley have teamed up to support the famous road races hosted around the beautiful backdrop of the Mall in Northern Ireland's Cathedral City.

Danielle McBride, brand manager, White's Oats, says: "White's has a strong commitment to supporting athletes and runners with its range of quality and award winning porridge oats and we are extremely happy to team up with Armagh's prestigious international road race.

"Oats are a mighty superfood for athletes owing to their complex carbohydrates, which are the body's primary fuel source, and vital for optimal training and performance. White's ActivOat High Protein Porridge is made from wholegrain oats with added soy protein. With 10.6g of protein in every 40g serving and high in fibre to keep you fuller for longer, ActivOat High Protein contains all nine essential amino acids, the vital building blocks of muscle growth and repair and provides perfect fuel for short or long runs."

James Vallely, race director, adds: "We are delighted to welcome Fane Valley and White's Oats as major new sponsors in the 28th year of the Armagh International Road Races - to be able to add such internationally-respected and locally-owned companies to our list of principal sponsors is a testament to the position that this race event now occupies on the world athletics stage.

"We are extremely grateful to have White's on board and are excited about reinforcing the positive message of health and well-being and regular exercise and we appreciate their generous support of an Activ-Oat product to every adult participant.

"The races are now enjoying the highest profile in its existence with the men's 5K setting a world record in 2017 for the greatest number of athletes ever to complete a 5K in under 15 minutes and the winner recording the 2nd fastest time in the history of the race, a fraction of a second outside the record set by David Nightingale of the USA in 2009."