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Strategic Plans - Malnutrition
Strategic Plans - Malnutrition
Strategic Plans - Malnutrition
Several constraints have been identified which provided major inputs in the formulation
of the Food Fortification Strategic Plan for 2005-2010.
A. Policy Constraints
Government mandate is to ensure the stability in the price and supply of staples
how would the law and its implementation affect this government mandate?
Strict implementation could result in an imbalance in the supply and thus resulting
in price increases that is against government mandate and politically
unacceptable.
Staple industries are organized into strong lobby groups with political clout
F. Policy Constraints
The DOH is the lead implementing agency however most of the issues and
constraints are outside the scope of the DOH as these are more related to trade,
agriculture, finance and economic issues.
The law was formulated without a clear understanding of the industry structure
Require support of other government agencies and the devolved local government
units and most especially the business groups
A. Program Management
Establishment of public-private-NGO management structure for food fortification
that included major industry groups in decision making and conducting industry
specific discussions with main industry groups to address their issues and
concerns
The DOH establishing a high level management structure through, the National
Food Fortification Steering Committee now chaired by DOH Undersecretary for
Health Operations with the President of the Phil. Chamber of Food Manufacturers
as co-chair. Other members include the following:
a. Government: Department of Health (Bureau of Food and Drug, National
Center for Disease Prevention and Control, National Center for Health
Promotions, BIHC, BLHD), Food Development Center, National
Nutrition Council, Sugar Regulatory Authority, National Food Authority,
Philippine Coconut Authority, Department of Trade and Industry, and the
Department of Interior and Local Government;
b. Non-Government: Nutrition Center of the Philippines, United Nations
International Children Emergency Fund, Helen Keller International,
Micronutrient Operational Strategies and Technologies, United States
Agency for International Development;
c. Industry: Philippine Food Exporters
d. Consumer: Kapisanan ng Mamimili sa Pilipinas, Inc.
e. Support Groups:
> Food and Nutrition Research Institute and the Philippine Association
of Sugar Refiners, Inc. for sugar;
> Coconut Oil Refiners Association for cooking oild
> Nutrition Center of the Philippines and Philippine Association of Flour
Millers, Inc. for flour
> Confederation of Rice Millers for rice
Facilitated inter-government working committees to discuss specific issues such
as incentives (develop incentives manual) regulatory monitoring (develop
regulatory monitoring system and establish a regulatory monitoring management
group) and legal questions on the law
Conducted researches required for effective management such as the industry
profiles, industry studies on takal, economic study on food fortification
Included industry representatives in the planning and workshops such as the
development and implementation of the communications plan and GAIN Proposal
development
Continue support generation of data for effective management such as food
consumption survey (2003), surveillance system for micronutrient program (6
areas nationwide), local monitoring systems.
B. Production
Meet with industry on technical issues / action points
Technology and Cost for Wheat Flour and Cooking Oil Fortification
Fortificant + Flour/Oil
mix
Fortified Flour/OiL
COST = ~ 1% of retail
f. Tie-up with civic groups like local chapters of Rotary Club International in
organizing events like the Barangay Summit and the Principals Summit in
Quezon City.
QC Ba r a n ga y Su m m it
Oct . 2 1 , 2 0 0 3
Public Relations
a. Organization of Press Conferences during the launching of the Food
Fortification Countdown 12 months prior to the November 7, 2004 official
implementation of RA 8976, the presentation of the very favorable results of
the 2003 National Nutrition Survey on the decline of the Iodine Deficiency
Disorder and the Pulong Bulongan Forum with prestigious lady journalists.
Press releases and coverage in the TV news followed these press conferences.
Fortification Countdown press conference on
November 7, 2003, 12 months prior to the
official implementation of RA 8976 on
November 7, 2004.
b. Organization of news worthy events like the Araw ng Sangkap Pinoy at the
SM Mega Mall where the Diamond Sangkap Pinoy Seal was also launched,
the launching of the official implementation of RA 8976 last Nov. 2004 via
programs and motorcades and other local activities in key locations and
public market activities.
c. Print materials include logos of companies and brands that have qualified for
the Diamond Sangkap Pinoy seal as a recognition to the companies that have
complied.
d. Post advertising showed the following encouraging results:
> Awareness of SPS advertising increased from 40% pre-ad survey to 44%
post-ad survey.
> Advertising clarified what SPS is about. Responses in post-ad survey
were more specific.
Top Answers Pre-Ad Post Ad
> Food with nutritional content/ 28% 3%
Food Fortified with vitamins
> Govt. prog. which includes giving
of food with DOH seal 6% -
> Foods that were approved by the DOH 4% 11%
> Foods with additional vitamins/nutrients - 35%
> Program about nutritious foods - 21%
> Helps to have stronger / healthier body - 15%
> Foods with Sangkap Pinoy Seal - 12%
> Consumers with better understanding of what fortified foods are.
Fortified Foods Pre-Ad Post-Ad
> Vegetables 66% 36%
> Meat 37% 15%
> Fish 34% 15%
> Fruits 19% 10%
> Milk 19% 14%
> Eggs 11% 5%
> Better perception of what fortified staples are and can do (respondents
were those who were aware of fortified staples).
What Fortified Staples foods are / Do Pre-Ad Post Ad
> Improves health / more healthy 56% 54%
> Helps prevent sickness 26% 21%
> No need to buy multivitamins/
supplements 14% 10%
> Nutritious/additional nutrients
in food 7% 56%
> Prevents malnutrition/proper balance - 8%
> Strengthened the reason to purchase fortified staples
> Total Purchase Intent 75%
> Total Purchase Intent
even with price increase 79%-90%
Hanapin
Lessons Learned
a. A deep understanding of the industry, its concerns and impact of fortification is
important basis for planning and discussions with industry
d. Support of major industry groups (PCCI and ECOP) is critical to counter the
strong lobby groups
e. It is important to show to the industry that government is addressing their
concerns
Future Directions
Focus on program sustainability through the following:
a. Capability building of government (national and local) to provide technical
assistance, regulatory and program monitoring and promotions