Trademark for Quality Fortified Food Products for Ghanaian Women
In February 2017, the Obaasima Seal and Campaign was launched in the Brong Ahafo and Northern Region in Ghana, as part of Affordable Nutritious Foods for Women (ANF4W). ANF4W is a development partnership with the private sector that seeks to improve micronutrient intakes of women of reproductive age, particularly during pregnancy and lactation, by increasing the availability of, and access to, new and affordable fortified food products. The quality seal serves as a certification that the product meet voluntary fortification standards and other nutrition criteria, and most importantly that they encourage women to choose fortified products.
As the steering and principal technical partner of ANF4W (implemented by the German Development Cooperation), Sight and Life aided the development of the Obaasima seal, which was developed as a private-public partnership between the Ghana Standards Authority (GSA) and the Association of Ghana Industries (AGI). Sight and Life supported a focused ethnographic study to serve as the foundation for the ANF4W project. The study assessed women’s eating habits and beliefs around food. Using these insights, we shortlisted four product concepts and identified why these products would find high acceptability among women. We presented these data, as well as a business case, to local food processing businesses in order to generate interest in a voluntary fortification scheme.
For more information, read this article – which appeared initially in News Ghana and reports on the launch of the branded marketing campaign.
Need a recap on ANF4W? The previous edition of Sight and Life provides one in the article entitled “Improving the Nutritional Status of Women of Reproductive Age”, an overview of the project and how this public-private partnership looked at establishing a market-based solution to improve the nutritional status of women of reproductive age with fortified food products.