6 days ago
India’s Everyday Staples Could Drive the Next Nutrition Revolution
Better Nutrition wants ordinary foods in India to provide more nutrition.
It says farmers usually focus on growing larger harvests because prices are fixed.
The company pays extra for crops that naturally contain more nutrients.
It is also trying to teach shoppers why these foods matter.
Better Nutrition says every batch is tested with XRF technology.
Shoppers can scan the product to learn where it came from.
Government agricultural institutes have also tested some of its products, according to the company.
The company believes people will pay a reasonable extra amount to prevent health problems.
Its goal is to make everyday foods like rice, flour and lentils healthier without making them complicated.
Better Nutrition buys nutrient-rich produce from farmers at a premium to encourage nutrition-focused farming.
The company says it batch-tests produce using XRF technology and lets consumers scan its source.
Government agricultural institutes have reportedly found the company’s biofortified staples richer in nutrients than normal staples.
Better Nutrition is using consumer awareness efforts to build demand for biofortified and naturally nutritious foods.
The company argues that everyday rice, atta and dal can improve nutrition without becoming expensive supplements or specialized products.
- Who
- Better Nutrition, farmers, consumers, government agricultural institutes and the Sharks featured on Shark Tank India.
- What
- Better Nutrition is promoting nutrient-verified, biofortified staples while paying farmers a premium for nutrient-rich produce.
- Where
- India.
- When
- Why
- To create incentives for nutrition-focused farming and address what the company calls the hidden hunger problem.
Key facts
- Company
- Better Nutrition
- Product focus
- Nutrient-verified staples, including rice, atta and dal
- Farmer incentive
- The company says it purchases biofortified produce from farmers at a premium.
- Testing method
- XRF technology is used to batch-test produce, according to the company.
- Consumer verification
- Consumers can scan products to see their source.
- External testing
- The company says government agricultural institutes have consistently found its biofortified staples rich in nutrition compared with normal staples.
- Business challenge
- Better Nutrition is trying to build consumer demand while giving farmers immediate financial incentives.
Sources
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