1 / 15

Section 6 Advocacy and Marketing

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

mshaddix
Download Presentation

Section 6 Advocacy and Marketing

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Section 6Advocacy and Marketing

  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

  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

  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: http://www.ffinetwork.org/global_progress/index.php

  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. Civic Sector Private Sector Public Sector

  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

  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

  8. Meeting Customer Expectations Properly fortified flour will not change: • Color and appearance • Shelf life • Sensory testing • Functional qualities 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

  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

  11. Marketing Examples Billboards Signs on Trucks Posters

  12. Fortification Logo Examples Logos can be used to enhance awareness Kosovo Solomon Islands Regional logo used in West Africa Azerbaijan South Africa

  13. Labeling Examples Label fortified products with the additional vitamin and mineral content

  14. 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_Experience.pdf

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

More Related