An initiative to produce fortified rice through a shared value partnership
PATH and Urbano Agroindustrial—a top rice miller in Brazil—launched a new line of fortified rice products in the Brazilian market to address the issue of micronutrient deficiency. The problem of micronutrient deficiency, also known as “hidden hunger,” affects a large population of Brazil, especially young women and children. PATH and Urbano created a new product line of fortified rice, called arroz vitaminado or “vitamin rice.” In this collaboration, the partners leveraged each other’s core competencies and expertise to achieve both social outcomes and business results.
A shared value initiative model was designed by PATH and Urbano to address one of the biggest undernutrition challenges in Brazil. Micronutrient deficiencies affect almost 2 billion people around the globe and are commonly found in young women and children.
Together, PATH and Urbano looked at rice consumers with a different perspective—as a population that could be made healthier through daily use of a favorite staple without changing preparation or consumption practices. By tailoring the product to the local context, the company could address the health issue of micronutrient deficiencies while meeting customer needs and expanding with an innovative product line.
The awareness of arroz vitaminado went from a very low level to almost 33% of the exposed market in just a year. As of April 2015, the product has reached more than 2.5 million consumers, with a half million regular buyers. Arroz vitaminado has been growing steadily since its market launch and has been accepted by the Brazilian population at a much faster rate than any other new rice subcategories introduced by Urbano Agroindustrial.
- PATH–Urbano case study on Shared Value Initiative website.
- Ultra Rice: addressing hidden hunger
- Our work in nutrition
- Shared Value Initiatives website.
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