An  introduction  to  our  open  market  work

Fortify Health partners with millers in various Indian states. We support those millers to fortify the wheat flour they produce with vital micronutrients (iron, folic acid and B12). We provide our mill partners with the equipment, materials and training that they need to fortify their wheat flour in line with standards set by the Food Safety and Standards Authority of India. Our mill partners then sell that fortified flour in the open market.

WHY WORK IN THE OPEN MARKET?

We work with millers because large numbers of people in India buy wheat flour in the open market (Grain and Feed Annual, 2022). Indeed, the open market is one of the two large-scale distribution channels for wheat flour in India (the second is through state governments or quasi-governmental organisations providing wheat flour to vulnerable communities at subsidised prices).

Anaemia in India is prevalent  across socio-economic groups, including more affluent communities (NFHS-5, 2019-2021). We therefore believe it is essential to increase the availability of fortified wheat flour in the open market, not just in schemes run by state governments or quasi-governmental organisations.

How  does  Fortify  Health  provide  support  to millers?

Our unique approach addresses the challenges millers face while adopting fortification:

Fortify  Health's  Open  Market  Team

Fortify Health has developed a strong, expert team to implement and expand its open markets work. The vast majority of teammates working on our open market programme have completed degree-level food technology qualifications and many members of the team have also done further postgraduate study in related disciplines. In addition, the Central Food Technological Research Institute (CFTRI) periodically provides the team with training on best practices associated with fortification and quality assurance in mills.

Our open markets team also includes a regulatory sub-team. The sub-team incorporates regulatory affairs officers with strong experience of working with regulatory authorities, both at Fortify Health and for other organisations working in the food industry. The regulatory sub-team supports our mill partners to apply for the licences they need to produce fortified wheat flour (from the Food and Drug Administration). Members of the team also support our mill partners to maintain those licences, once they have launched fortified wheat flour.

TestimonialS  from  our  partner  millS

Malwa Agro Foods Private Limited, Indore / Jabalpur

Mr Rahul Wadhwani is the manager at Malwa Agro Foods Private Limited, a flour mill based in Indore, Madhya Pradesh. Fortify Health has been working with Malwa Agro Foods Private Limited since early 2022. The vast majority of the chakki atta that Malwa Agro Foods Private Limited produces is now fortified, with support from Fortify Health. Mr Wadhwani has been particularly impressed by Fortify Health's work training his staff to implement fortification. He said that:

"Fortify Health's staff have been responsive and professional throughout our partnership. The training and support that Fortify Health have provided from day 1 of the partnership has been effective, building our staff's knowledge of fortification."

Gangwal Foods, Depalpura

Mr Priyesh Gangwal is the owner of Gangwal Foods, a flour mill based in Madhya Pradesh. Gangwal Foods initially trialled fortification for just a few of their brands (in early 2022) but now fortify all of the wheat flour that they produce. Mr Gangwal had this to say about Fortify Health:

"I am delighted that we chose to fortify our flour in collaboration with Fortify Health. Their team has proven exceptionally adept at imparting valuable knowledge to my staff, enabling us to fortify our products and oversee the process with utmost efficiency. Throughout our partnership, Fortify Health's dedicated staff has consistently been available to provide assistance, regardless of the time of day. Moreover, our customers have responded positively to the fortified flour we've introduced, expressing their appreciation for the enhanced nutritional value it brings to them and their families. Without hesitation, I wholeheartedly endorse both flour fortification and Fortify Health to other mills."​

For more information about Fortify Health's open market work (including potential opportunities for you to partner with Fortify Health), please contact us at [email protected].