1. 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

2. 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.

3. 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.

4. 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:

5. 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

6. 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

7. 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.

8. 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

9. 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.

10. 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

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

12. 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.

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

14. More Advocacy Information
See the Fortification Communications Toolkit:
Topics to consider when setting fortification standards and writing legislation:
Sensory tests in Asia:
Sensory tests in Africa: /art00011
More marketing examples: pdf
West Africa marketing experiences at: rience.pdf

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