White’s set to bring proven oat innovation to PLMA 2026
As global demand for oat-based products continues to grow across retail and foodservice, White’s Oats, Ireland’s largest oat miller and principal organic miller in the British Isles, will return to the Private Label Manufacturers Association World of Private Label International Trade Show, taking place from 19th to 20th May at the RAI Amsterdam Convention Centre.
Colin Ferguson, Head of Sales at White’s Oats said the company was seeking to build on the momentum of its debut at the 2025 show, which delivered new partnerships and commercial opportunities.
“White’s is seeking to demonstrate its capability and capacity as an innovative partner within the growing oat market,” said Colin.
“Our presence at the show in 2025 led to new international partnerships within the burgeoning global oat market and supported by recent investment in our new manufacturing facility in Co. Armagh.
“The team is excited to be returning to PLMA for a second year. It is an important platform for connecting with existing partners across the retail and foodservice sector and plays a key role in supporting our growth ambitions with new buyers and prospects.”
White’s returns to PLMA with strong investment headwinds and an innovative pipeline of customer-led products. Its portfolio spans traditional porridge oats, organic oats alongside high-growth formats including fibre and protein oats, real-fruit porridges and gluten-free ranges, with further development underway in steel-cut oats and muesli, aligned to evolving customer needs.
Oats are no longer seen as simply a breakfast staple used in porridge oats, reflecting the rising shift towards healthier dietary choices both in and out of the home and the strong market outlook. With the growing awareness surrounding the health benefits of oats, including fibre and protein, the oats market is forecasted to continue to grow at over 6% CAGR over the next five years to 2031.
Each product is developed in close collaboration with customers and consumers, combining deep technical expertise, consumer insights and a focus on commercial success across multiple markets. Building on strong engagement from last year’s show, White’s is now focused on deepening partnerships and converting new opportunities into long-term growth.
PLMA 2026 will also mark the first public reveal of White’s corporate rebrand, a confident step forward reflecting its focus on partnership, innovation and long-term growth, while remaining rooted in its oat heritage. The refreshed visual identity comes at a pivotal time for the business, following significant investment in increased capacity and capability to support future expansion.
“PLMA is a key platform for White’s to connect with partners across the private label and branded sectors and support our growth ambitions,” added Colin.
“With 185 years of experience in oats and oat milling, we combine heritage with technical know-how and the ability to deliver commercially relevant solutions at pace.
“Private label continues to evolve, and customers are looking for partners who understand category dynamics, respond quickly to market trends and deliver consistent quality at scale, and that is where White’s has built a strong reputation.
White’s Oats will exhibit at PLMA World of Private Label, RAI Amsterdam, hall 14.M35 from 19th to 20th May as part of the Invest Northern Ireland showcase. Retailers and brands are invited to meet the team to explore new opportunities across private label oat and cereal categories.
