Promotion of Fortified Rice in The Eat Right Walkathon and Millet Mela in Dehradun

Hon'ble Governor-UK visiting stall

Recently, the Food Safety and Standard Authority of India's North Region orchestrated a significant event, the "Eat Right Walkathon and Millet Mela," in Dehradun. This initiative was meticulously crafted to foster awareness regarding safe food practices and the importance of a balanced diet among various stakeholders.

Information sharing with participants

Amidst the growing concern over micronutrient deficiencies at a population level, both the Government of India and Food Business Operators (FBOs) have been steadfastly advocating for food fortification. A key stride in this endeavor is the introduction of fortified rice, particularly aimed at combatting iron deficiency anemia prevalent in communities. The Government of India has taken the reins by integrating fortified rice into all food safety net schemes, including TPDS, ICDS, and PMPOSHAN, on a nationwide scale. The phased rollout of this program now encompasses all states and districts, with Uttarakhand following suit since April 2023.

Receiving Award

In a collaborative effort to support the implementation of the Rice Fortification Program in Uttarakhand, the UN World Food Program has teamed up with the University of Petroleum and Energy Studies (UPES) to establish a Technical Support Unit (TSU). This unit works closely with the state's Food and Drug Administration (FDA) to ensure the seamless execution of the program. As part of their engagement, TSU members actively participated in the Eat Right Walkathon, aligning with the government's mission to raise awareness about fortified rice.

Students visited to the stall

The Walkathon received a distinguished inauguration by the esteemed Lt. Gen. Gurmit Singh, the Honorable Governor of Uttarakhand, setting the tone for a day filled with purposeful strides towards healthier living. Participants hailing from diverse backgrounds including academicians, researchers, public health professionals, students, representatives from food and business organizations, as well as community-level workers, came together to champion the cause.

The amalgamation of efforts showcased at the Eat Right Walkathon and Millet Mela underscores the collective commitment towards ensuring food safety and promoting nutritious dietary practices. As we continue to stride forward, let us reaffirm our dedication to building a healthier, fortified future for all. 

IEC/BCC Interventions for Awareness Generation among Community on Fortified Rice

Counseling by Students

Anaemia continues to be a major public health concern in India. Despite several programs implemented by the Government of India in coordination with state governments and various ministries, the issue persists. Collating learning from evidence-based solutions and past implementation experiences, the Government of India has taken a proactive step by initiating the rice fortification program across the country.

Students with key beneficiaries

The Department of Food Civil Supplies and Consumer Affairs (DoFCS&CA)Uttarakhand piloted the program in select districts and officially scaled up the implementation to all 13 districts of Uttarakhand in April 2023. However, significant challenges remain, particularly concerning the level of awareness among stakeholders, including beneficiaries and end-users of the program. Additionally, a lack of convergence among various stakeholders such as government departments, academic institutes, development partners, and frontline workers also hampers implementation efforts.

Meeting with beneficiaries

To address these challenges and raise awareness among key stakeholders and beneficiaries regarding fortified rice, Information, Education, and Communication (IEC) and Behavior Change Communication (BCC) interventions were undertaken by students of the Technical Support Unit at the University of Petroleum and Energy Studies (UPES) in Bidholi village, Sahaspur block, Dehradun district. The workshop saw participation from frontline workers such as Anganwadi Workers (AWWs), Fair Price Shop Owners, and Teachers, as well as officials from the Integrated Child Development Services (ICDS) department, the Technical Support Unit team, and representatives from the United Nations World Food Programme (WFP). The workshop aimed to disseminate information related to fortified rice to beneficiaries, including Pregnant Women, Lactating Mothers, and Women of reproductive age.

With School Children