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‘Fortified Atta’ to hit MP markets soon

posted Nov 24, 2011, 5:06 AM by Puneet Goyal

To address the high burden of undernutrition and micronutrient malnutrition in Madhya Pradesh, Roller Flour Millers Federation of India (RFMFI) and Madhya Pradesh Roller Flour Millers Association with the support of Global Alliance for Improved Nutrition (GAIN), will introduce the Fortified Atta in Madhya Pradesh.

The fortified atta will be launched by Kailash Vijayvargiya Commerce and Industries and Food Processing Minister on Tuesday. Special Adviser and Regional Manager if GAIN Rajan Sankar, President or Roller Flour Millers Federation of India Adinarayan Gupta and President or Madhya Pradesh Roller Flour Millers Association Sanjay Agarwal will remain present on the occasion.

The RFMFI is implementing this project in Madhya Pradesh with the active support of Madhya Pradesh Roller Flour Millers Association and the individual flour millers who will be voluntarily fortifying and supplying the fortified atta through the open market commercial channels. GAIN is providing the technical and limited financial support for this project.

Talking to media persons here on Monday, Adinarayan Gupta, President, RFMFI said, “As the National Federation, we feel privileged to be partnering with GAIN and the millers of Madhya Pradesh, who are voluntarily fortifying wheat flour and contributing to the efforts of the Govt. of Madhya Pradesh in reducing the widespread micronutrient malnutrition”, said

“We are delighted to support this initiative. We would be very happy to partner with Madhya Pradesh government to take it to the next level,” said Sanjay Agarwal, President, Madhya Pradesh Roller Flour Millers Association.

Senior Program Associate of South Asia, Global Alliance for Improved Nutrition Deepti Gulati said, “Wheat flour fortification has a great potential of enriching the nutritional quality of food and in turn, enriching the life of millions of children; by giving them a healthy start to life which they rightly deserve. All that is required is a will to harness the potential for wheat flour fortification, implement and scale it up, which we aim to do in this project,” said

In the first phase , this Atta fortified with iron, folic acid, vitamin B12 and vitamin A, will be easily available in the nearby Kirana stores in packs of 5 and 10 Kgs under the following brands - Commander Chakki Fresh Atta, Malwa Gold Atta, Dewas Gold Atta, Sarvottam Atta, Silver Coin Atta, Kamal Kishore Atta and Cookwell Atta. Other roller flour millers will join the programme in the next phase to cover all wheat flour mills in the State.