Section 6 Advocacy and Marketing

Fortification Regulations

Marketing Mandatory Fortification

Identify Audiences and Potential Concerns

Meeting Expectations

Marketing Ideas

Marketing, Logo, and Packaging Examples

Section 6

Advocacy and Marketing

Fortification Regulations

Ideally national leaders from public, private, and civic

sectors work together to establish country standards for

fortification. Among factors to consider are:•Existing regulations•Global and regional recommendations•Dietary needs in the population•Per capita flour consumption•Extraction rate of commonly consumed flour•Cost of premix combinations•Effect on sensory properties

Fortification Regulations:Industry’s Role

• Understand and follow existing country regulations for

food fortification• Follow best practices for quality control and quality

assurance• Participate in national process to develop standards that

reflect industry capability• Advocate for mandatory legislation

Fortification Regulations:Benefits of Mandatory Legislation

• Population has equal access to health benefits from fortified flour, regardless of economic status

• All millers in country have the same cost expectations• Quality assurance is easier to accomplish

More than 70 countries have legislation for mandatory wheat flour fortification. See the current map and country list at:http://www.ffinetwork.org/global_progress/index.php

Marketing Mandatory Fortification

The role of marketing is to ensure acceptance of fortification.

Marketing is a joint effort of public, private and civic sector partners.

Private Sector

Public Sector

Civic Sector

Marketing Audience

Potential audiences for fortification messages are:

•Consumers, especially women and children who are most likely to benefit from fortification

•Customers who purchase food for women and children

•Government leaders who influence healthcare and economic policies

•Health advocates who provide research, education, and outreach

•Millers, bakers, and others involved in the supply chain

•Media who influence consumer decisions

Potential Concerns

Highlight fortification’s health benefits, but be prepared to address concerns such as:

•Product uniformity

•Market competition

•Price increase

•Change in flour’s taste, appearance, or smell

•Change in flour’s baking qualities

Meeting Customer Expectations

Properly fortified flour will not change:•Color and appearance•Shelf life•Sensory testing•Functional qualities

Photo by Karen Codling

Ensuring Customer Satisfaction

• World Health Organization

recommendations reflect

organoleptic properties• Fortified foods accepted by

consumers globally

Workshop participants in Kenya could not tell any difference in taste tests of bread made with different iron compounds and bread made with unfortified flour. Photo by Sarah Zimmerman

Marketing Ideas

• Text and phone messages• Radio and television

advertisements or interviews• Messages on Facebook or other

social media• Posters on trucks and buses• Coloring contests for children• Interactive packaging• Give-away items• Sponsorships of special events

• Billboards• Brochures• In-store banners• Community skits• T-shirts• Calendars• Cartoons• Coupons• Rebates

Marketing Examples

Billboards PostersSigns on Trucks

South Africa

Fortification Logo Examples

Uganda

Azerbaijan

Regional logo used for fortified foods in West Africa

Logos can be used to enhance awareness

Kosovo

Labeling ExamplesLabel fortified products with the additional vitamin and mineral content

More Advocacy Information• Contact FFI for a complete advocacy toolkit. [email protected]

• Topics to consider when setting fortification standards and writing legislation: http://www.ffinetwork.org/plan/index.html

• Sensory tests in Asia: http://www.ffinetwork.org/plan/documents/AsiaFoodImpact.pdf

• Sensory tests in Africa:

http://www.ingentaconnect.com/content/nsinf/fnb/2012/00000033/A00304s3/art00011

• More marketing examples: http://www.ffinetwork.org/implement/documents/MarketingFlourFortification.pdf

• West Africa marketing experiences at: http://www.ffinetwork.org/implement/documents/SocialMarketing_HKI_Experience.pdf

Thank You

For more information:

www.FFInetwork.org

Contact FFI at [email protected]