www.gainhealth.org

The Private Sector &

Food Fortification

10 June 2015

Greg S. Garrett

AGENDA

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1. Snapshot: Global Food Fortification Status

2. Three Case Studies on the Private Sector in

Food Fortification

3. Global Summit on Food Fortification

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1. Snapshot: Global Food Fortification Status

SALT IODIZATION IN OVER 150 COUNTRIES HAS IMPROVED IODINE

NUTRITION. THE OPPORTUNITY EXISTS TO VIRTUALLY ELIMINATE IDD

PRIMARILY THROUGH THE SALT INDUSTRY

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GRAIN FORTIFICATION STATUS: 82 countries mandate fortification of

wheat, maize flour and/or rice. However, quality and coverage issues

adversely influence impact. Increased attention needed to improve

standards and compliance.

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August 2014. Source: Food Fortification Initiative.

http://www.ffinetwork.org/global_progress/index.php

OIL FORTIFICATION STATUS: Approx. 20 countries mandate fortification

of edible oils. Edible oil, especially imports from Malaysia & Indonesia,

represents a major opportunity but needs more attention.

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References- Global Regulatory Landscape for the Use of Condiments and Seasonings

as Dietary Vehicles for Micronutrient Fortification, Mejia, L et al, 2014;Theory of Change,

GAIN internal data.

Voluntary fortification

with high potential for

scale up

Mandatory

CONDIMENT FORTIFICATION STATUS 2014: Several countries in Africa and Asia

have significant condiment fortification programs (excluding salt). Condiments

are still largely untapped as a vehicle for fortification.

Soy sauce

Fish sauce

Fish and soy sauce

MSG

References: Murphy, P. 1995. History of Technology Development for Vitamin A Fortification of

Foods in Developing Countries. Rome, Italy. Food and Agriculture Organization. Solon, F. S.,

Sanchez-Fermin, L. E. & Wambangco, L. S. 2000. Strengths and weaknesses of the food

fortification programme for the elimination of vitamin A deficiency in the Philippines. Food and

Nutrition Bulletin. 21: 239-246. Report on Regulatory Status of Micronutrient Fortification in

Southeast Asia. 2011. Washington, DC. International Life Sciences Institute - Southeast Asia.

Preedy, V. R., Srirajaskanthan, R. & Patel, V. B. 2013. Handbook of Food Fortification and Health:

From Concepts to Public Health Applications, Volume 2. New York, NY: Humana Press.

Fish and soy sauce

and cooking brine

Bouillon Cubes

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2. Three Case Studies: Food Fortification and the Private Sector

www.gainhealth.org

PRIVATE SECTOR DRIVES FORTIFICATION

PROCESS ALONG THE VALUE CHAIN

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Food Production & Storage

Industrial food

processing

Fortification Process

QA&QC Storage & Transport

Marketing &

Promotion

Farming practices,

harvest and post

harvest techniques

Food

manufacturing,

refining, milling &

polishing

Premix

production,

addition of

premix,

homogenisation

Laboratory

testing, rapid test

kits, training

Nutrition-

sensitive

packaging,

storage,

transport

Nutrition-

sensitive retail

packaging &

branding.

Raising

awareness of

benefits, etc

GAIN engages with more than 1000 companies in fortification, both medium and large,

across 30 countries. Food fortification can provide industry with an opportunity to

demonstrate corporate social responsibility. Fortification may at times provide industry a

competitive edge.

Case 1: Changing consumption patterns

and bouillon cubes: private sector helping

on iodine nutrition in West Africa

Ongoing iodine deficiency in Africa.

Borderline iodine deficiency has

reemerged in Canada, USA, the UK,

Australia and New Zealand

Processed foods

75-80% Table salt 20-25%

Lesson: countries with growing processed

food and condiment consumption:

Must consider potential sources of iodine

from iodized salt in the diet including

processed foods Photo: Nestle South Africa 3

Iodized table salt coverage does not

always align with urinary iodine

concentrations

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Contribution of bouillon to

iodine intake based on GAIN-led study

(Senegal). Brands such as Knorr, Maggi

are leading way

I

D

Sample

weight

(g)

%

weight

Sodium

%

Sodium

from

MSG

Sodium

from

salt (g)

Salt

content

of

sachet

(g)

Iodine

content

of

sachet

(mg)

Iodine

content

of salt

used

(ppm)

Potential

daily

iodine

intake

(mg)

(urban)

% RNI

(150ug)

urban

Potential

daily

iodine

intake

(mg)

(rural)

% RNI

(150ug)

rural

F 15 19.6 0.5 2.9 7.2 0.05 7.3 0.03 20% 0.015 10%

J 15 23.9 0.8 3.5 8.7 0.17 19.1 0.10 63% 0.048 32%

M 10 25.8 2.2 2.4 5.9 0.20 34.0 0.17 115% 0.086 57%

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Measured

Iodine

content

(mg/kg) *

sample

weight

Iodine content

of sachet/salt

content of

sachet

Private sector led the way

and ensured use of adequately iodized salt

www.gainhealth.org

CASE 2. CARGILL AND EDIBLE OILS IN INDIA

In India, 14g of edible oil a consumed daily per capita****

Cargill India Pvt. Ltd is one of the key players in Indian branded

edible oil market

Cargill’s Country Head understood the obvious fit with the

company’s mission and scope. Cargill paved the way to changes

in strategy and process throughout its business in order to fortify

edible oils.

Management understood that the company had the opportunity to

take part in the fight against malnutrition as part of its core

business and came on board.

Cargill is a member of the SUN Business Network. Prior was part

of GAIN Business Alliance, learning from and leading like-minded

companies who are active in the fight against malnutrition.

Cargill’s oil products reached an estimated 25 million in 2011

with improved Vitamin A and D intakes. May be up to over 70

million today

13 * NFHS-3 India Vol. I; **NFHS-3 Fact Sheets;*** Investing in the future, A united call to action on vitamin and mineral

deficiencies, A Global Report 2009; *** *Household Consumer NSS Report 2011 on Expenditure in India, 2009-10, 66th Round

www.gainhealth.org

CASE 3. RICE MILLER LEADER DRIVES

FORTIFICATION EFFORTS IN BRAZIL

GAIN and PATH launched a partnership project with Urbano Rice in 2010 to

voluntarily fortify rice and bring fortified rice products to markets, while raising

awareness of the benefits

Urbano emphasized the public health goals of the initiative and its own approach

of simply passing through the modest incremental cost of fortification in order to

keep the product affordable to the target population.

Urbano embraced fortification as part of its marketing strategy, co-investing

substantially in store collateral, tasting booths, and other marketing materials to

promote the product.

This project benefitted from the support from Brazilian footballer Lucas Moura

and Brazil’s answer to Walt Disney Mauricio de Sousa, creator of ‘Mônica’;

beloved national cartoon character

Promoters were deployed in dozens of hypermarkets and supermarkets in São

Paulo and Rio de Janeiro.

Branded tasting booths were installed where cooked fortified rice would be

prepared and served for consumers to sample next to the rice shelf

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www.gainhealth.org

RESULTS OF RAISING AWARENESS AMONG

CONSUMERS

In the span of 12 months, awareness of fortified rice went from a very

low level to almost one third of the exposed market.

Among current fortified rice purchasers, 89% indicate they intend to

sustain or increase their consumption of the product, and 48% have

recommended it to others.

In terms of sales, fortified rice has shown consistent growth since its

introduction and faster consumer uptake than comparable new rice

subcategories in Brazil

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Thanks to the great support of Urbano, this project reached an

estimated 2 million consumers with significant consumers

becoming repeat consumers

www.gainhealth.org

CASE STUDIES ARE PRIMARILY VOLUNTARY EXAMPLES.

PRIVATE SECTOR ENGAGEMENT IN MANDATORY FORTIFICATION

ENVIRONMENT EVEN MORE CRITICAL

Globally, over 80 countries have mandatory flour fortification and well over 100

mandate the iodization of salt.

Private sector is driving force but enforcement and compliance generally needs

strengthened.

The external pass rate on GAIN supported programs reaching 800 million

(according to quality checks carried out by regulatory agents) among the 54% of

programs reporting, ranged from 23% to 100%, and averaged 80%.

However, these results based only on programs which reported. Additional market

tests of micronutrient levels in foods on these programs infer 50-60% of fortified

foods are adequately fortified.

In Kenya, through increased coverage and compliance of flour fortification

with folic acid, 746 cases of spina bifida could be prevented annually

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GLOBAL SUMMIT ON FOOD FORTIFICATION

#FUTUREFORTIFIED

A major focal point to reinvigorate interest, awareness and investment in fortification

of staple foods and condiments

9-11 September 2015 – Naura Springs Hotel, Arusha, Tanzania

Expected participants: 350 leaders from country delegations,

industry, global and regional organisations, and donors

The Summit will:

• Share achievements, challenges and lessons learnt

• Understand current evidence

• Align on the way forward through Arusha Decleration

• Help forge a new sectoral strategy on fortification

Co-conveners: Government of Tanzania, GAIN, BMGF, USAID, UNICEF, WFP, AU and

WHO

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GLOBAL SUMMIT ON FOOD FORTIFICATION:

TECHNICAL ADVISORY GROUP (TAG)

All major technical partners and co-conveners are

aligned and working towards delivering event and joint

communications in Technical Advisory Group (TAG).

The TAG:

• Provides input on the major themes and key messages that will

set the tone and direction of the communications campaign and

the Summit;

• Gathers success and innovation stories in fortification from each

participating organization and country delegation to be presented

in the Summit sessions, marketplace and campaign; and

• Assists in the identification and recruitment of key speakers and

panel experts

We are reaching out to Private Sector to join us in Arusha on 9-

11 September for this sectoral call to action.

http://www.gainhealth.org/events/future-fortified/

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