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Section 6
Advocacy and Marketing
Fortification Regulations
Marketing Mandatory Fortification
Identify Audiences and Potential Concerns
Meeting Expectations
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
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.
Civic
Sector
Private
Sector
Public
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
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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
Marketing Examples
Billboards
Signs on Trucks
Posters
Fortification Logo Examples
Logos can be used to enhance awareness
Kosovo
Uganda
Regional logo used for
fortified foods in West Africa
Azerbaijan
South Africa
Labeling Examples
Label 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/A0
0304s3/art00011
• More marketing examples:
http://www.ffinetwork.org/implement/documents/MarketingFlourFortif
ication.pdf
• West Africa marketing experiences at:
http://www.ffinetwork.org/implement/documents/SocialMarketing_HK
I_Experience.pdf
Thank You
For more information:
www.FFInetwork.org
Contact FFI at [email protected]