Presentation on theme: "“Value” in Value-Added Food Processing"— Presentation transcript:
1 “Value” in Value-Added Food Processing A Commercially Sustainable Business Model for Enriched Ready-to-Eat-FoodsLand O’Lakes International DevelopmentRolf Campbell,consultantUSAID Institutional Capacity Building Grant, World Vision USPreventive Speakers Series: HIV/AIDS & NutritionTuesday, December 11th9:00 am until 1:30 pmEbenezers CoffeehouseBasement Level205 F Street, NEWashington, DC
2 “Value” in Value-Added Food Processing BackgroundIntroducing a nutrition product development activity in Zambia.Who:Land O’Lakes International Development supporting 3 Zambian food processors with a food industry advisor.What:Assist food processors over 2 years to develop and commercialize nutrient enriched foods that are already familiar in the markets and in the diets of Zambians.Where:Zambia: Lusaka, NdolaGoal:Increase the available options for nutritious, processed and packaged foods for people living with HIV/AIDS and others who will benefit from better nutrition.
3 “Value” in Value-Added Food Processing A Commercially Sustainable Business Model for Enriched Ready-to-Eat-FoodsProject BackgroundRationaleValue Added Processing: Potential Benefits for ConsumersWhere Zambians Obtain their Food – the “Food Basket” & SourcesA Commercially Sustainable Business ModelCommercial Success FactorsProduct Design Criteria & Product DescriptionsProduct Development StatusProject Outcomes with Food ProcessorsRelevance, Benefit for PLWHARemaining Project Hurdles, Critical OutcomesContact Information
4 Background of Land O’Lakes ICB Nutrition Sub-Activity April 2004, Land O'Lakes begins implementing a $12 million multi-year Title II program in Zambia working with smallholder dairy producers, to build their access and supply to markets, support the milk processing sector, and collaborate with food distribution to NGOs/PVOs. Using a Title II ICB Grant (USAID Office of Food For Peace), Land O'Lakes has embarked on a very small sub-activity assisting Zambian food processors to develop nutrient enriched foodsConducted data base research through a desk study, literature review, interviews, and field work in Zambia;Consulted with NGOs / PVOs implementing PEPFAR and food aid programs that address nutritional needs of PLWHA in ZambiaEngaged in ongoing work with Zambian food processors selected for their capacity to develop, produce and market enriched ready-to-eat foods.Working with these Zambian food processors to commercialize their enriched foods in 3 market channelsNOTE: Product development costs and marketing are entirely funded by the Processor businesses who also control the rights to their proprietary formulas and processes.
5 Rationale: The Call to Action Host country Food Processors are accountable to improve the nutrition impact of their products in the diets of consumers in their country.Under-nutrition and the presence of food aid should signal a challenge and an opportunity for processors in countries receiving US commodities (such as wheat, maize, oil, legumes) and “value added” fortified blended foods (such as fortified corn-soy blend, wheat-soy blend).Because the ultimate aim of foreign assistance - including food aid - is to address a temporary gap, not to become an endless alternative to long term self-sufficiency.
6 RationalePeople require and acquire food daily from a wide variety of sources: (the food basket, grazing). Processed, packaged foods are one of these sources.Ready-to-eat processed, packaged foods can be important, convenient sources of nutrition.This puts the food industry in a position to contribute positively to the nutrition requirements of their consumers.Small adjustments to the formulation of consumer foods can improve their nutrition contribution to the diet for little increase in cost.Commercially processed foods can be adapted to Food Assistance and Institutional nutrition requirements.Commercially viable (market demand) enriched foods create their own incentive for a “sustainable” food supply when: they benefit consumers while returning profits to processors.
7 “Value Adding” Food Processing POTENTIAL Benefits for the Food Supply Commodity assembly, storage, protection, handlingCleaning, grading, sorting, standardizationSafety analysis for pathogens, culling for pests, foreign materials, cleanlinessDrying, milling, pealing, de-hulling, crushing, grinding, pressingIntermediate bulk packagingRefrigeration, freezingPre-cooking (& instant-ized) ready-to-eat foods contributes convenience, reduces or eliminates need for cooking fuel, time preparing food.Thermal processes: Pasteurization, sterilization, aseptic fillingPickling, salting, fermentation, culturingFiltration, sifting, isolation and concentration of food componentsFormulation: blending, combining foods, seasoning, adding performance factors like enzymes, nutrition, and culinary appealFortification with vitamins and mineralsConsumer Packaging protects, contains, portion controls, and identifies contents with detailed product information as well as identifying the manufacturer accountable for the contents.Concentrate food nutrients and caloric density: people to ingest better nutrition while eating less volume.Processed shelf stable foods remain fresh, safe, with nutrients intact, allowing for distribution and longer storage far away from manufacturers even into remote areas
8 Processed, Packaged, Ready-To-Eat-Foods: POTENTIAL Values to the ConsumerNo or reduced cooking (cooking heat / time) – pre-cookedImproved Digestibility / Bioavailability of pre-cooked nutrients such as proteins and carbohydratesConvenient – no preparation including sorting, cleaning, peeling, grinding, mixing, cookingOften hand-held, portable, and portion controlledNutrient preservation (reduced thermal processing)Nutrients / foods can be combined & balancedIncreased Nutrient concentration or densitySafety, sanitation of foodPackaging for containment, protection, storage, re-closing, identification, portion control
9 People do not seek or eat “nutrients”, we eat foods. Food and NutritionPeople do not seek or eat “nutrients”, we eat foods.Most people do not eat one food; we eat meals.People are seeking foods and making food choices continually.The only nutrients that countare in the foods people CHOOSE to eat.Therefore: Make a variety of foods that people are choosing to eat - more nutritionally complete.
10 The “Food Basket” Partnership For Delivering Improved Nutrients Fresh “Raw”FoodsCommercially“Processed” &PackagedRestaurant,Street &Away fromHome“Prepared”Nutritious FoodsHome Kitchen“Cooked”
11 Goal: Target Places Zambians Procure Their Food
12 FOOD ASSISTANCE CHANNEL Three Market Demand Channels - Three Market Supply ChannelsForward ContractsFor EnrichedFoods1FOOD ASSISTANCE CHANNELHUMANITARIAN:WFP, NGOs, PVOs, buy and distribute ENRICHED FOODSAggregated DemandFor Enriched FoodsFBOs and CBOsDemand2RETAIL CHANNELSENRICHED FOODS boughtDirectly By PLWHA and other consumersZAMBIANHOUSEHOLDS,PLWHAMultipleAccessChannels forENRICHEDFOODSZAMBIANFOODPROCESSORSManufactureand sell moreENRICHEDFOODS3INSTITUTIONAL CHANNELWORKPLACE,HOSPITALS, CLINICS,SCHOOLS buy and distribute ENRICHED FOODSDemandForward ContractsFor Enriched FoodsAggregated DemandFor Enriched Foods
13 Some Organizations Consulted by the Project, with Possible Future Interest in Foods NGO, PVO, CBO, DonorNetwork of People Living with HIV/AIDS (NZP+)Project Concern International (PCI)RAPIDSCatholic Relief ServicesClinton FoundationWHOUSAIDAnd many othersInstitutions / Food ServiceHospitals CHAZ: Church Hospital Association of ZambiaPrivate HospitalsGovernment ClinicsPublic SchoolsPrivate SchoolsWorkplace and commissariesMilitaryAirlines
14 Leveraging the Processing Sector for Better Nutrition: Advantages of a Commercial, Sustainable Business ModelProcessors utilize the Zambian ingredient supply chainEnriched ready-to-eat foods become available across Zambia including high need areas that may not meet humanitarian food program inclusion criteria.Processors employ existing warehouse and distribution capacity for their retail business thereby increasing reach into both rural and urban markets.There is dependable Quality Control; their facilities comply with good manufacturing practices (GMP)Processor technical expertise is increased and leveraged for the development and marketing of enriched ready-to-eat foods leading to ongoing nutrition products innovation that benefits all ZambiansProcessors make capital equipment investments in response to market demand increasing long term food variety, quality, and availabilityProcessors continually work on their own “sustainability” as a commercial enterprise so that enriched ready-to-eat foods will be available over time throughout Zambia.Enriched products (supplemental foods) may be transformed into a domestic food industry surge capacity available for high need food crisis periods.
15 Some Key Success Factors for Commercial Sale of Enriched Foods Market and economic analysisSet boundaries on selling price, cost of product to produce, buying intentions from key market channel leaders for these or similar replacement productsBuyer and consumer educationabout the nutritional value of enriched ready-to-eat products. Customers and consumers must embrace the critical significance of choice: making enriched foods a regular part of their diet; the price/value of the products themselves (to deliver them this value); discretionary buying decisions over many marketplace alternatives (such as the existing non-enriched foods)Foods should deliver a nutrient-dense, balanced combination of macronutrients and micronutrientsMeasurably contribute to improved nutrition status when eaten under the right circumstances (adherence to diet, duration, amount consumed, other foods in the diet, physical condition, needed medical interventions). Nutrition experts must recognize the products’ nutrition advantage and consumers must experience the implied “product promise” of long term health, energy, and growth from improved nutrition.
16 Target Product Design Criteria Strive to meet guidelines for nutritional needs of Zambians including those PLWHAConform to Zambian dietary practicesConform to National Food standardsMeet “mass market” consumer expectations for price, packaging, and eating appealFormulate (enrich), process, and packag based on principles of food and nutrition science and good manufacturing practices (“GMP”)When possible, be compatible with the operations and logistics of NGOs, PVOs, and their local partners that provide nutritional supplementation to PLWHA.
17 Product Description: Enriched Maheu Manufactured by Trade Kings, Lusaka, ZambiaEnriched milk-maize-soy, fortified drink:Culturally familiar; ancient tradition as a nutritious drink in Zambia; emotional value:(“my maheu”), sought out by all ages.Plain Maheu with added milk solids, fat energy, soy protein, vitamins.Shelf stable without refrigeration for 8 monthsReady to drink from either 300 or 500 ml plastic bottles.Nutrition quality, a balance of micro and macronutrients in fluid formDigestibility: processing includes the use of enzymes which break down grain starches for ease of digestion.Portable, can be carried and drunk anywhere, any timeHand-held, convenient for childrenCan be to drunk through an elbow straw while lying downSoothing, slightly viscous, and easy to drink for anyone with mouth or teeth problems or swallowing difficultyPortion controlled packaging that is easy to open and drink fromReady-to-drink, no preparationDelicious and familiar food, adds variety to the dietConvenient for ready between meal snacks when medications necessitates food intakeContributes to “food water” re-hydration and enhanced nutrient absorptionTRADE KINGS LIMITEDFor Samples or Quotation Inquiries contact: Mr. Winani - TEL: ; LUSAKA, ZAMBIA
18 Product Description: Enriched Sandwich Biscuit Manufactured by Sunrise BiscuitsNdola, ZambiaTwo enriched baked whole grain-based biscuits enclosing an enriched peanut butter based “cream” fillingIngredients include: whole wheat, whole oats, soy flour, soy protein concentrate, peanut butter, milk powder, whey protein, vegetable oil, sugar, honey, vitamins, mineralsNutrition quality and density, delivering balanced vitamins, minerals, protein, carbohydrates, fat, fiber, and energy in a compact and stable formPortability: can be carried, stored, and eaten anywhere, any timeShelf stability: months depending on storage conditionsHand-held, no utensils or bowl needed, convenient for childrenPortion controlled packaging to protect the food, easy to hand out & openReady-to-eat, fully baked, no preparationBiscuit becomes a creamy porridge when liquid is added – for spoon eatingThey are a familiar food in our Southern African diet; such desirability encourages healthy eating and adds tasty variety to the dietOffer a variety of 11 different nutritious foods we have assembled into a “Full Plate” for between meal & on-the-go nutrition supplementation – along with the fortificationNatural Foods: NO preservatives, artificial colors, trans fats, hydrogenated fatsSunrise Biscuits Company Ltd.For Samples or Quotation Inquiries, Contact: Mr. S. S. LangarLukasu Road, Light Industrial Sites; P.O. Box 70506, Ndola – Zambia;Phone: / 8; Fax: ; Cell: ;
19 Number Biscuits Eaten / Day Sunrise Enriched Sandwich Biscuit Nutrient ContributionCHILD(age 5-9)TEEN AGER(age 15-19)ADULT(age 20-59)Number Biscuits Eaten / Day4Biscuits (120 g)6Biscuits (180 g)8Biscuits (240 g)100 g = 3.3 biscuitsMacro-NutrientsActual Amount in 4 BiscuitsProvidethis % of RDA100% RDA*ActualAmount in 6 BiscuitsProvide this % ofRDAActual Amount in 8 BiscuitsProvide this % of RDANutrient Content / 100 grams of Sandwich BiscuitsFat (grams)3135%884739%1206257%10925.9Protein (grams)2336%643540%59%8019.5Carbohydrate (grams)5825%2338727%31711628948.3Fiber (grams)28%2533817%1.7Energy total Kcal (male) WFP**60030%198090033%2700120049%2460500* World Health Organization: Recommended Dietary Allowance; **WFP - Assumes people living under stress
20 Products Status and Next Steps Enriched MahueFinal formula confirmed. Being submitted to NFNC for acceptability opinion. Scale up runs and commercial samples to be produced in January. Retail launch planned for March.Enriched BiscuitsMarket ready. One order received from NGO; Retail launch being staged; Institutional client (private hospital) engaged in efficacy trial.Pro-biotic MabisiFinal formula being confirmed. Marketing strategy being developed for 3 channels. Product Technical Bulletin being developed. Scale up runs and commercial samples are pending.
21 Project Outcomes with Food Processors Active interest and involvement in the nutrition of their consumers and the nutrition value / impact of their products.Business Growth Opportunities & increased Customer OptionsTechnical know-how in food fortification with vitamins and mineralsRelationships with non-governmental (NGO) & community-based organizations (CBO)Enhanced staff know-how, processing capabilities and quality control proceduresProduct technical specifications, formulations, ingredients for nutrition productsEnlarged capabilities into nutritional product categoryRelationships with Institutions for meeting nutrition requirementsDevelopment of sophisticated nutrition product and nutrition promotion materialIncreased collaboration with GORZ and other Donors in Zambia for contributing Zambian business-based solutions to the Zambian nutrition crisis
22 Food Processors: Getting Involved With Nutrition and HIV/AIDS One of the Processors is now active on the National Food and Nutrition Commission sub-committee on HIV/AIDS and nutritionOne Processor is actively engaged with a private hospital investigating the benefits of buying nutrition supplements for patients receiving treatment who also show symptoms of moderate malnutrition.Another Manager has made visits to a major HIV/AIDS public clinic with a life changing effect for him - and through him, for the Business OwnersA third is actively looking for using distribution channels that will access rural Zambians people most in need of their form of product.All three are open to the proposed creation of HIV/AIDS training programs for their staff. This will begin in 2008.
23 Potential Benefits for People Living with HIV/AIDS Three forms of foods that are familiar, widely consumed, and found throughout Zambia, will now be enriched and more nutritious.Promotion of these products in the markets will contribute to consumer knowledge about proper diet and better nutrition generally.Zambian processors will be manufacturing and offering enriched supplemental foods for sale not only at Retail but also to Institutions, and to NGOs, PVOs, CBO’sSustainable Food Options:All of the above was developed by the food businesses and will stand – or fail - on its own based on value chain incentives: Consumer (buyer) Demand, Supply, Competition.
24 Remaining Hurdles / Critical Outcomes Support to Processors for achieving sales in all 3 market channels and earning returns on their investmentEvaluating / measuring long term value of the products for consumersReceiving VAT relief (17.5%) from GORZ for enriched products and duty relief for nutrient ingredients – passing on the savings to consumersNutrition Promotion and Education campaigns for Trade and ConsumersOngoing product optimization and innovations; Quality Control ProceduresProcessor sponsored HIV/AIDS employee awareness and service programs
25 Project Contact InformationIn Africa – Todd ThompsonLand O’Lakes Country Director, Zambia, Africa;Phone: / 30;Fax:In USA – Mara RussellLand O’Lakes Title II Director, WDC;E mail:Phone: (703) ;Fax: (703)Rolf Campbellconsultant;E mail:Phone: ;Fax: