In India, food fortification began in the 1950s with vegetable oil fortification and salt iodization.Food fortification is a scientifically proven, cost effective, and highly scalable process that lowers the high burden of micronutrient malnourishment. India is home to one in three of the world’s malnourished children and has the second highest level of wasting among children globally. Women in India also have the highest prevalence of anemia globally. These high levels of malnourishment are due in part to poor food quality that lacks important micronutrients such as iron, zinc, vitamins, and folate that are necessary for growth and development.
Fort Fit Foods, a pioneering brand in West Bengal’s food processing industry, proudly announces the launch of its flagship products—Super Rice and Fortified Atta.The launch event for Fort Fit Foods’ flagship products, Super Rice and Fortified Atta, was attended by esteemed guests, including Mr. Manoj Agarwal, Chief Electoral Officer, West Bengal. The dignitaries emphasized the importance of fortified food in improving public health and commended Fort Fit Foods’ initiative.
“As the first company in West Bengal to venture into fortified staples, we’re committed to bridging the nutritional gap and creating a healthier future for the people of West Bengal, a state that ranks 28th in the country in terms of malnutrition. Through this initiative, we’re adopting a multifaceted approach that not only focuses on launching innovative fortified products that make a significant difference in consumers’ lives but also aims to motivate other millers to join the fortification cause. By doing so, we hope to create a ripple effect that positively impacts public health. Additionally, we’re committed to educating consumers about the benefits and importance of fortified products, empowering them to make informed choices about their health. “Fortification is not just a scientific concept; we have enough data to conclude that it’s an act of humanity. It’s about recognizing that nutrition is not a privilege, but a fundamental right.,” said Rahat, Founder of Fort Fit Foods. “This launch reflects our commitment to innovation and our passion for improving public health.”
The initiative was made possible through the support of Millers for Nutrition, a strategic initiative powered by TechnoServe. “Millers for Nutrition’s guidance on fortification best practices and market insights were invaluable in helping us bring Super Rice and Fortified Atta to market,” added Rahat. “Their support has been instrumental in our journey to make nutritious food accessible to a wider audience.”
