Key Takeaways from Advocacy

• Voluntary vs Mandatory Fortification: Food fortification should be voluntary only and not mandatory, as voluntary fortification will help build a competitive differentiation as a business strategy.
• Developing Standards: Currently standards for fortifying food with required vitamins and minerals exist only for limited foods like atta and maida. Creation of standards and protocols on oil fortification is required to determine the minimum dosage of micronutrients in edible oil as the vitamin stability varies across oils.
• Logo depicting the food is fortified – In India, a large sector of population is uneducated and often not aware about the claims and labeling on food packs. To differentiate fortified from non-fortified foods, a logo can be used which can be identified and understood by all.
• PDS and Mid-Day Meal Scheme is identified as an effective mechanism to address malnutrition among children across states. For fortification to be effective, it is imperative that it reaches the vulnerable section of the society through Government managed social safety net programs. This can only be attained through continued dialogue with the state governments and convincing them about the benefits of working in a public private partnership mode.
• Integrating Nutrition and Health Programs: Child and maternal malnutrition rates, including micronutrient malnutrition are at very high levels and is increasing over the years. There lies the need for a stronger political will, policy implementation framework and industry participation to promote large scale food fortification. It is important that integrate nutrition and health program give due importance to sanitation and hygiene.
• Consumer Connect: Creating awareness among the consumers about food fortification through consumer awareness campaigns executed by agencies working with consumers, and engaging relevant Ministries, nutrition experts and think-tanks to bring clarity and build confidence among consumers on the benefits of consuming fortified foods.
• Sustained Efforts: To make this Intiative impactful and retain the momentum, it is imperative to sustain these efforts through a continuous mechanism of engagement with all stakeholders. Thus a Resource Centre on Nutrition was established under the Swasth Bharat Sashakt Bharat Campaign.

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Launch of Kick Off Consultation

The National Edible Oil Fortification Project was formally launched in New Delhi on 1st August 2014 by
Ms. Sudha Pillai, Former Member Secretary, Planning Commission of India. A Panel discussion moderated by NDTV was also organized parallel to the launch ceremony, aimed at creating a multistake holders platform for building consensus on edible oil fortification.

The Panel discussion provided useful insights on various aspects of nutrition and Food Fortification was identified as a complementary strategy to combat micronutrient malnutrition. It has a great potential of enriching the nutritional quality of food and in turn, enriching the life of millions of children; by giving them a healthy start to life which they rightly deserve. All that is required is a nationwide campaign to create awareness on benefits and necessity of fortification, implement and scale it up. It was well received that, as a business opportunity fortification creates competitive differentiation for the company. Vegetable oil is one of the best vehicles for fortification. Adoption of voluntary fortification of Edible oil as an Industry norm would go a long way in improving the health of all, educability of children, and work performance and productivity in adults; which would enhance their earning potential.

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Stakeholders Consultation on Food Fortification

Appropriate advocacy and business platforms were created with key stakeholders relevant to edible oil sector to champion the significance of edible of fortification in India, focusing on market led solutions. National and state level programs were organized across the country. States like Maharashtra, Karnataka and Uttar Pradesh were identified and workshops/high level meetings were conducted in Mumbai, Bangalore and Lucknow respectively to advocate the merits of fortification of staple foods as a complementary strategy for addressing micronutrient deficiencies.

Key learnings from successful models of food fortification operational in Madhya Pradesh and Rajasthan were shared to build on the confidence of consumers and set an example for other states to adopt fortification as a complementary strategy to combat micronutrient malnutrition India. Stakeholder from government, industry, science community, and consumer organizations participated and expressed their willingness to participate and contribute towards this initiative.

Stakeholders Participation