Fortification Regulations Marketing Mandatory Fortification Section 6 Advocacy and Marketing Fortification Regulations Marketing Mandatory Fortification Identify Audiences and Ensure Satisfaction Marketing Ideas Marketing, Logo, and Packaging Examples

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 The decision regarding which nutrients to use in flour fortification and the level of each nutrient is best made by a multi-sector group of country leaders. This list reflects some of the issues the group should consider.

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 We recommend that flour millers are included in a country’s process of developing fortification regulations.

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 80 countries have legislation for mandatory grain 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 5

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 Consumers are only one of the target audiences for fortification marketing programs. Consider the other audiences listed here as well. 6

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 Marketing messages should focus on the positive aspects of fortification. However, the marketing messages may lead people to raise concerns such as the ones listed here. Be prepared to address these concerns from your target audiences.

Meeting Customer Expectations Properly fortified flour will not change: Color and appearance Shelf life Sensory testing Functional qualities Studies in Asia and Africa have shown that foods made with flour fortified at globally recommended levels does not affect consumers’ acceptance of the flour product. Photo by Karen Codling

Ensuring Customer Satisfaction World Health Organization recommendations reflect organoleptic properties Fortified foods accepted by consumers globally Workshop participants in Kenya conducted taste tests of bread made with different iron compounds. Photo by Sarah Zimmerman Organoleptic properties were considered when the World Health Organization established its recommendations. Fortified foods are consumed in many countries around the world with no discernable difference from unfortified foods.

Marketing Ideas Billboards Brochures In-store banners Community skits T-shirts Calendars Cartoons Coupons Rebates 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 Here are some ideas that can be used in marketing programs. Choose the approach that is most likely to influence your target audiences. 10

Marketing Examples Billboards Signs on Trucks Posters These are examples of fortification marketing.

Fortification Logo Examples Logos can be used to enhance awareness Solomon Islands Kosovo Azerbaijan South Africa Regional logo used in West Africa Here are examples of a few fortification logos.

Labeling Examples Label fortified products with the additional vitamin and mineral content These fortified products all include the nutrient content on the package.

More Advocacy Information See the Fortification Communications Toolkit: http://ffinetwork.org/plan/Communications.html 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_Expe rience.pdf

Contact the Food Fortification Initiative at info@ffinetwork.org Thank You For more information: www.FFInetwork.org Contact the Food Fortification Initiative at info@ffinetwork.org