1. Base line studies

• National level KAP studies surrounding fortified flour and perceptions about anemia have been completed.

• National level flour market analysis has been completed.

• Dissemination of the studies findings held in August 2007

• Updates coming soon

2. Mill Recruitment and fortification

• Held a series of formal negotiation meetings with PFMA culminating in a formal MOU signing ceremony

• Fifty large flour mills spread all over the country have been taken on board through PFMA (Pakistan Flour Mills Association)

• The first fifty mills have procured and installed micro-feeders for flour fortification.

• The project has procured 50,000 Kg premix from international suppliers, to meet the need of first fifty flour mills for fortification of 500,000 metric ton flour. Procurement was made of another 14,800 Kg premix from a local firm to help build local capacity.

• Flour fortification training material for the mills was developed and technical staff of first fifty flour mills was trained.

• Iron spot test kit developed though scientific consultations, and being supplied to the mills active in fortification on monthly basis.

• Regular technical backup support for flour fortification quality management by the trained project staff on monthly basis.

• Regular collection of flour samples from the mills and its quality testing by the selected labs (NIFA (PAEC), NIH and AUF)

• The fifty mills selected during the first phase have started production of fortified flour on regular basis.

• Another 32 mills were recruited during the second phase. These mills have also born the cost of the microfeeders which have been imported and installed in the mills. The premix to these mills has been delivered and the production started from July/August 2008.

• Training of the mills officials from the second phase mills for running and maintaining the micro feeders and able to carry out the spot test at the mill level completed.

• Series of meetings held with the senior management of USC, including the Zonal/Regional Managers, to thrash out the modalities for supplying Fortified Wheat Flour through USC.

• A formal MOU has been signed between the Nutrition Wing MOH and USC to start wheat flour fortification in 40 mill supplying wheat flour to USC

• Continue back stopping and supplies to the recruited flour mills for flour fortification and internal quality management system

• Procure 83,440 Kg of premix required for the next phase of fortification during the year.

• Procurement Order for Microfeeders and premix for the USC mills to be placed

• Training of the technical staff of the USC Mills

• The mills would start producing FF USC Bags

• Training of staff of USC outlets

3. Flour Fortification standards

• The project facilitated the approval of the national standards for fortified atta from PSQCA. The national standards have been approved and notified by PSQCA

• Gazette publication of national standards for fortified flour

4. Quality Assurance and Quality Control System

• Situation analysis of existing food safety and food quality control system has been undertaken through a consultant.

• National consensus built on the proposed strategy for placing flour fortification quality control system in the regular food control system.

• Developed protocols and a training manual to put in place fortified flour quality control system through public food control system.

• Trained master trainers for all province for fortified flour quality

• Conduct trainings of public food lab officials for fortified flour quality testing

• Provided equipment to upgrade the public analyst laboratories for carrying out iron testing in the fortified wheat flour.

• Conduct trainings of public officials involved in food control in two districts of each province

• Pilot the proposed quality control system in selected districts.

5. Legislation for wheat flour fortification

• ToR to deploy consultant to review the existing food legislation and propose necessary amendments in the legislation to support flour fortification has been approved from competent authority.

• National consultative workshop for food fortification legislation was organized by the Nutrition Wing that concluded the recommendation to draft single food fortification legislation that may cover fortification of all food items e.g. Salt, Ghee, and Flour etc. It was also presented that Food is a provincial subject and Federal Govt. may only enact food legislation only if at least two provinces pass resolution to solicit such enactment by the Federal Govt. It was nationally agreed that Provinces will pass such resolution and the Federal Govt. will draft single draft covering fortification of food items. So there would be no need for the NWFFP to dart separate legislation for flour fortification.

• Coordinate with Nutrition Wing to follow the food fortification legislation by the provinces and then draft single food fortification legislation.

6. Communication and Social Marketing

• NWFFP Advocacy kit was distributed amongst stakeholders and development partners.

• Organized Formal MOU signing ceremony with the Flour Millers.

• Organized a cultural event on formal launch of flour fortification

• Distributed consumer education brochures through fortified flour bags, flour shops, and flour dealers.

• Arranged mill branding in first fifty flour mills for product image building and mobilization of the mills.

• Arranged flour shop branding in catchment areas of first phase flour mills

• Launched mass media campaign for consumer education and fortified flour promotion by use of national media: TV, Radio and News Papers.

• Produced jingle for post product launch media campaign.

• Organized press forums, press releases, TV forums on different occasions for advocacy, program communication and consumer education.

• PFMA mobilization meeting was organized to expedite the recruitment for second and third phase.

• Organize social marketing for second phase mills, including the USC mills.

• SM Material Supply to the USC Stores for store branding: These would include posters, banners, standees, buntings etc.

• Consumer Education by distributing brochures/fliers through bags of wheat flour.

• Launch Ceremony for publicizing the supply of fortified wheat flour through USC

• Mass media social marketing campaign, both through electronic and print media and special events such as Daewoo and Pakistan Railways CCTV.