Supported by Nutrition International, a global nutrition organization focused on delivering low-cost, high-impact nutrition interventions to people in need, the government of Madhya Pradesh conducted an assessment of community feedback about fortified rice in three districts in February 2021. A similar activity was conducted as part of the Azadi Ka Amrit Mahotsav in November 2021 in three new districts of Madhya Pradesh (Rajgarh, Barwani, Bhind) with the support from the departments of Food, Women and Child Development and Panchayat and Rural Development.
As one of its first kind, the assessment aimed at evaluating consumer response to organoleptic properties of cooked fortified rice through its features like taste, colour, smell, and shape. The study conducted in February, covering 481 beneficiaries, showed over 80% of beneficiaries rated dishes prepared with fortified rice as ‘extremely liked’.
In November 2021, the assessment was conducted amongst 1,200 beneficiaries and similar feedback was received. Beneficiaries acknowledged that there was no change in organoleptic features like taste, colour, smell, etc. of fortified rice as compared to normal rice. They also liked that despite no difference in taste, smell and color, the fortified rice had a higher nutritional value than normal rice. the beneficiaries expressed interest in purchasing and consuming fortified rice under the Public Distribution System (PDS), Integrated Child Development Services (ICDS), and Mid-Day Meal (MDM).
“Until I was told that the rice used in khichdi is different and fortified, I couldn’t spot any difference. Infact, it tasted better to me,” said Priyanka, a beneficiary of the Mid-Day Meal Scheme.
“I have been consuming the iron folic acid supplementation. I found the same benefit while consuming fortified rice and it doesn’t taste like medicine,” said Krishna, a lactating mother.
With India taking a big step in welcoming rice fortification into in all states through PDS, ICDS, and MDM by 2024 to address anaemia and micronutrient deficiency, the study reiterates the implementation of rice fortification through Social Safety Net Programs (SSNP).
The aim of the study was to feed Khichdi and Kheer cooked with fortified rice to the beneficiaries of ICDS and MDM, and collect their feedback with a predefined checklist about the organoleptic properties of fortified rice.
“The study has proven that beneficiaries did not find any difference in the properties of fortified rice. With the same organoleptic features, vulnerable people are getting rice fortified with iron, folic acid and vitamin B12. We are happy to have helped communities overcome any apprehensions they may have had around fortified rice. Nutrition International is proud to be a key partner of the government of Madhya Pradesh and extend technical support to ensure a smooth roll out of the rice fortification program”, said Mansi Shekhar, State Program Representative for Madhya Pradesh, Nutrition International.
Adding on, Mr. Faiz Ahmad Kidwai, Principal Secretary Food and Civil supplies, Madhya Pradesh said “Madhya Pradesh is among the front running states that has supported the roll-out of rice fortification with its first launch in Singrauli district in September 2021. With the plan to scale up in the entire state, community acceptance is integral to maximize the intervention’s benefits. Such studies conducted with the support of Nutrition International aids the process of easy adaptation and strengthen contextualized advocacy strategies.”
Food fortification has been recognized as a cost effective and impactful intervention. Rice makes for an excellent example of fortified staple as 65% of Indians consume rice with per capita consumption of 6.8 kilograms per month (NSSO, 2015). Fortified rice provided through delivery channels such as ICDS, MDM, and PDS can ensure the maximum outreach of the intervention.
