Indore : Madhya Pradesh is a growing state aiming at multi dimensional developments.  Food and Nutrition security has always been the prime concern and has had a special focus in the state developmental agenda. Still the data provided for the period 2004-05 by the National Family Health Survey (NFHS) present a gloomy picture of health and nutrition in the state.  According to the NFHS -3 data, malnutrition among the children under 5 is very high.  60% children are under weight and 50% are stunted.  Prevalence of underweight in children under 5 year of age is 51.3% in urban areas which is much higher in rural. Children between 6 to 59 months of age are anemic whereas 56% of married women, 70% adolescent girls and 84% of pregnant women are reportedly anemic.

Even though M.P. Government provides Vitamin A, Iron and Folic Acid supplements to ensure sufficient nutrition, still the availability/consumption of balanced nutrient diet is a must comprising of green leafy vegetables and fruits for proper physical and mental growth.  Nutrients like Iron, Folic Acid, Vitamin A & B12 help us …….prevent:

·         Birth defects;

·         Safe delivery – reducing the maternal/infant mortality rate;

·         Improves the IQ level and mental retention in children;

·         Improves the work potential in adults;

·         Prevents anemia leading to healthy and happy family.

Food Fortification is one of the widely acclaimed and accepted solution to this grave situation of malnutrition, hence Roller Flour Millers Federation of India together with Global Alliance for Improved Nutrition have initiated Fortification of widely consumed staples like  Wheat Flour and Oil in the state of Madhya Pradesh.  To educate the consumers and ensure the consumption of fortified foods, it is required that Media is invited to join hands and creates awareness, builds the acceptability of fortified foods among the consumers.

Keeping in view the regular consumption of fortified foods, we can ensure atleast one third of the daily nutritional requirement.  It is important that consumer is aware of the benefits of the fortified foods and is motivated to demand and consume fortified foods for which Media is to play a positive and active role.

Media’s partnership is solicited to combat micronutrient malnutrition through fortified foods which provides a ready, safe and economically viable way out that has long term and positive results.