OBAASIMA will improve the micronutrient intakes of women of reproductive age, particularly during the critical 1,000 day window from pregnancy through the first two years of life.
OBAASIMA is a double duty action to reduce micronutrient deficiencies in pregnant women and women of child-bearing age in Ghana while ensuring OBAASIMA products have a sound nutrient profile supporting healthy eating principles. Furthermore, OBAASIMA looks to increase the number of fortified food products in Ghana, increasing access to healthy nutritious foods for women of reproductive age and making them more recognizable.
Sight and Life has a track record of creating and supporting successful public-private partnerships (PPPs). We are passionate about bringing together diverse actors in projects that make nutritious foods affordable, accessible and appealing to low-income consumers. At the same time, we are deeply committed to developing sustainable business models for foods that deliver measurable nutritional impact. In July 2013, a partnership was launched between Sight and Life, Royal DSM N.V., the German Federal Ministry for Economic Cooperation and Development, the Children’s Investment Fund Foundation, the Bill & Melinda Gates Foundation, the Association of Ghanaian Industries (AGI), and the Ghana Standards Authority (GSA).
The objective of this partnership is to improve micronutrient intakes of women of reproductive age in Ghana. It resulted in the creation of the OBAASIMA Seal – a market-based approach aimed at addressing micronutrient deficiencies across the food chain, from production to demand creation. The OBAASIMA symbol guarantees nutrition quality and identifies fortified food products that provide a source of 18 vitamins and minerals designed for women of reproductive age (WRA). The criteria required for use of the OBAASIMA Seal creates opportunities for food producers and processors to capitalize on consumer growth in the area of affordable, nutritious food.
Improving the nutrition of women of reproductive age (WRA) and pregnant and lactating women requires ensuring an adequate supply of nutrients during the critical 1,000-day ‘window of opportunity’ from conception to a child’s second birthday.
In Ghana, micronutrient deficiencies are highly prevalent: 20% of Ghanaian women aged 15–49 suffer from anemia, and 54% of non-pregnant and pregnant women of the same age bracket have folate deficiency. The Ghanaian people also suffer from the double burden of malnutrition, with more than 40% of Ghanaian women overweight or obese.
1. OBAASIMA recognizes the importance of consumer values and insights, and conducts research to help understand the target population.
2. OBAASIMA assists local food processors through technical support, testing, marketing, and business development training.
3. The OBAASIMA Seal trademark, developed jointly with the Ghana Standards Authority, helps inspire healthy food choices by making products easily recognizable.
4. The involvement of partners with unique skills and knowledge ensures that the dynamic requirements of this initiative can be met.
5. The OBAASIMA concept can be replicated easily in other countries. Sight and Life aims to support these efforts.
54% of Ghanaian women (15-49 years of age) are deficient in folate
1 in 5 are anemic
40% overweight & obese