Wheat Fortification:Success Stories
General Mills Success story on Wheat flour fortification
General Mills is one of the largest and most reputed food companies in the world. For 150years, General Mills has been serving the world by making food people love. They have been presentin India for over two decades. Being one of the first pioneers in the Packaged Atta Business under Pillsbury brand since 1997,General Mills is highly committed towards food fortification and driving the wheat flourfortification. As part of their Corporate Social Responsibility, they have collaborated extensively with Tata Trusts since 2016 on WheatFlour Fortification Pilot Program in the Maharashtra region. They have also been fortifying our Pillsbury Chakki Fresh Atta with Iron and Vitamin A since 2016 for Philippines and Kuwait.
General Mills have further scaled up our wheat flour fortification endeavours as per the new guidelines issued by FSSAI by fortifying their entire lead variant i.e. Pillsbury Chakki Fresh Atta which contributes to 90% of their total volumes. Pillsbury continues to be one of the key players in theAtta market with 20 years of heritage and has PAN India presence. Pillsbury Fortified Wheat flour will be available in the first market by earlyAugust and in other key markets by December end.
The Vision of the Param Pujya Swami Ramdev ji Maharaj, the renowned Yoga Guru and Param Pujya Acharya Balkrishna ji, made the concept into writing through formation of the Company (PATANJALI AYURVED LIMITED). Patanjali has partnered with FSSAI on this process of fortification. Fortification of staple foods such as wheat flour and edible oil by adding essential vitamins and minerals has emerged as a simple and cost-effective strategy to address micronutrient malnutrition.
They are going to start the fortification tentatively by September 2017 for Atta. Packaging development Trails of machines & equipment are under process, & fortified atta will be launched PAN India.For Wheat Flour estimated volume is 2.0-2.5 lakh Ton/annum and key focus is on Iron, Folic acid & Vit B12 as per FSSAI guidelines.