THE PHILIPPINE

FOOD FORTIFICATION PROGRAM

V. The Food Fortification Strategic Plan

The framework for 2005 2010 has been revised to include a statement of vision,
mission and goal and the components reclassified into 4 basic classifications of Program
Management, Production and Distribution, Promotion and Food Control and Monitoring.
In the 2000-2004 strategic plan there were 7 components namely Management, Research,
Technology, Promotion, Legislation, Program Monitoring and Evaluation, and
Regulatory Monitoring. Research and Legislation were placed Management re-titled as
Program Management; Technology placed under Production and Distribution, and
Program Monitoring and Evaluation and Regulatory Monitoring placed under Food
Control and Monitoring.

(Show the 2000-2004 and the 2005-2010 framework in graphic form)

Several constraints have been identified which provided major inputs in the formulation
of the Food Fortification Strategic Plan for 2005-2010.

A. Policy Constraints
Government mandate is to ensure the stability in the price and supply of staples
how would the law and its implementation affect this government mandate?
Strict implementation could result in an imbalance in the supply and thus resulting
in price increases that is against government mandate and politically
unacceptable.
Staple industries are organized into strong lobby groups with political clout

B. Industry Structure Contraints

There are no dominant market leader for all staples
Cooking Oil presence of small scale oil refiners with low quality oil, usually
sold repacked and unbranded
Sugar - Quedan (transferable certificate of sugar ownership) system for sugar
where refiners who need to fortify do not own the sugar they refine who will
bear the cost of fortification?, usually sold repacked and unbranded, technical
concerns on stability
Rice 11,000 rice millers who need to fortify (2,000 big), presence of mobile
milling machines, sold unbranded

C. Economic and Trade Constraints

Initial investment required in fortification will add to the continued increase in the
price of raw materials for flour and oil (prices doubled from 2002)
Proliferation of imports due to GATT and AFTA (including low quality imports
for flour)
 D. Technical Constraints
No local supply of premix for sugar and rice
Most cost-effective and acceptable technology for rice premix production (coating
or extrusion)
Effect to consumer of colored rice premix
Stability of vitamin A - need to minimize losses during production
Mixer type for oil fortification that results in minimal loss
Use of magnets in flour milling that results in iron loss

E. Market / Consumer Constraints

High level of awareness of micronutrients but poor understanding of them
Low level of awareness and understanding of fortified foods and Sangkap Pinoy
Concern that possible increase in prices due to fortification will affect demand
and make consumers prefer non-fortified products

F. Policy Constraints
The DOH is the lead implementing agency however most of the issues and
constraints are outside the scope of the DOH as these are more related to trade,
agriculture, finance and economic issues.
The law was formulated without a clear understanding of the industry structure
Require support of other government agencies and the devolved local government
units and most especially the business groups

G. Major Industry Constraints

Ability of the government to level the playing field in monitoring fortified
products
Provision of incentives to manufacturers fortifying as they see fortification as a
form of taxation being forced unto them by the government and thus the
government should provide incentives to lower the burden related to the cost of
fortification

Major Achievements Todate (May, 2005)

A. Program Management
Establishment of public-private-NGO management structure for food fortification
that included major industry groups in decision making and conducting industry
specific discussions with main industry groups to address their issues and
concerns
The DOH establishing a high level management structure through, the National
Food Fortification Steering Committee now chaired by DOH Undersecretary for
Health Operations with the President of the Phil. Chamber of Food Manufacturers
as co-chair. Other members include the following:
a. Government: Department of Health (Bureau of Food and Drug, National
Center for Disease Prevention and Control, National Center for Health
Promotions, BIHC, BLHD), Food Development Center, National
Nutrition Council, Sugar Regulatory Authority, National Food Authority,
Philippine Coconut Authority, Department of Trade and Industry, and the
 Department of Interior and Local Government;
b. Non-Government: Nutrition Center of the Philippines, United Nations
International Children Emergency Fund, Helen Keller International,
Micronutrient Operational Strategies and Technologies, United States
Agency for International Development;
c. Industry: Philippine Food Exporters
d. Consumer: Kapisanan ng Mamimili sa Pilipinas, Inc.
e. Support Groups:
> Food and Nutrition Research Institute and the Philippine Association
of Sugar Refiners, Inc. for sugar;
> Coconut Oil Refiners Association for cooking oild
> Nutrition Center of the Philippines and Philippine Association of Flour
Millers, Inc. for flour
> Confederation of Rice Millers for rice
Facilitated inter-government working committees to discuss specific issues such
as incentives (develop incentives manual) regulatory monitoring (develop
regulatory monitoring system and establish a regulatory monitoring management
group) and legal questions on the law
Conducted researches required for effective management such as the industry
profiles, industry studies on takal, economic study on food fortification
Included industry representatives in the planning and workshops such as the
development and implementation of the communications plan and GAIN Proposal
development
Continue support generation of data for effective management such as food
consumption survey (2003), surveillance system for micronutrient program (6
areas nationwide), local monitoring systems.

Policy and Guidelines on Incentives

Inclusion of vitamin and premix production in the 2004 Investment Priority Plan
Inclusion of compliance to RA 8976 as requirement for incentives in the 2004 IPP
Development of manual on incentives and soft loans by agencies identified in RA
8976
Conduct study as basis for policy and incentives such as industry study of rice and
sugar fortification from farmers, traders, millers, refiners and economy

Local Government Awareness and Implementation

MOST contracted HKI to provide TA to strengthen LGU implementation of
micronutrient program in 6 regions with the following initial accomplishments:
> Conducted the Post VAC coverage survey in 48 LGUs that included VAC
coverage and awareness, distribution and usage of fortified foods in
households
> Organized regional teams to develop and implement regional plans for
food fortification implementation
Consultative meetings organized by Helen Keller
International such as this allow regional health
teams to discuss and formulate their respective
regional plans in implementing the Food
Fortification Program in their respective areas.
 > Conducted advocacy activities on RA 8976 to industry, traders and
government

Mr. Hector Maglalang briefs wholesalers and retailers of

the Marikina City Public Market on what to expect from
the Food Fortification Program.

B. Production
Meet with industry on technical issues / action points

Development and dissemination of manuals for fortification of staples

Conduct stability studies particularly on vitamin A for oil (on-going) and sugar
One-on-one technical assistance visits to assist in the conduct of pilot testing in
coordination with fortificant suppliers and facilitate SPS acquisition

Training of government technical personnel on the process and cost of

fortification
Mr. Hector Maglalang and Dr. Ochie Baez are the lead
persons in training future trainors on the food fortification
process and regulatory and program monitoring.
 FOOD FORTIFICATION PROCESS AND COSTS

Technology and Cost for Wheat Flour and Cooking Oil Fortification
Fortificant + Flour/Oil
mix
Fortified Flour/OiL
COST = ~ 1% of retail

Technology and Cost for Sugar and Rice Fortification

Sugar/ Rice + Fortificant + Binders
mix
Rice/Sugar Premix
+
Regular rice/sugar
mix
Fortified Sugar/ Rice

COST = 2-3 % of retail cost

C. Food Control and Monitoring

Regulatory Monitoring
Organization of a Regulatory Monitoring Management Group (RMMG)
composed of government agencies with regulatory function related to RA 8976
(BFAD, PCA, NFA, SRA, BOC)
Conduct of workshops to develop regulatory monitoring system and presenting to
industry for comments

Establishment of RMMG in 6 regions and training on the regulatory management

system
Development of test kit for iron and vitamin A
Expand laboratory services and ensuring quality of laboratory result
 Program Monitoring and Evaluation
Conducted the Post VAC coverage survey in 48 LGUs in 9 regions, that included
VAC coverage and awareness, distribution and usage of fortified foods in
households, stores and bakeries. Data used to develop LGU plans/programs.
Inclusion of Food consumption survey in the 2003 NNS
Organized 6 regional teams to develop and implement regional plans and
monitoring for food fortification
Establishment of sentinel site to determine factors affecting micronutrient
malnutrition and progress of the program

D. Social Marketing and Promotions

Four components of the Social Marketing and Promotions Program
Program Briefing and Orientation Activities
a. Tie-up with the Philippine Chamber of Commerce and Industries, one of the
more prestigious, influential and largest business groups in the country which
has many of the food manufacturers, including the staple manufacturers, are
members. Discussions on food fortification were included in their planning
sessions, regional assemblies and the annual National Business Conference.

b. Presentations made to industry organizations like the Philippine Federation of

Bakers, Inc.; professional organizations like the Association of Municipal
Health Officers of the Philippines, Employers Association of the Philippines,
Philippine Society of Nutritionists and Dieticians.

c. Participation in the Consumer Empowerment Seminars conducted by the

National Consumers Affairs Council in different key cities and municipalities
attended by consumer advocacy groups, local government executives and
businessmen.
 A typical NCAC Consumer Empowerment
Seminar would average about 130 delegates of
different consumer interest groups, local
government executives, businessmen and
community leaders.

NCAC Consumer Empowerment Seminars

may sometimes include separate
presentations to the Sangguniang Bayan like
this one in Coron, Palawan attended by the
Vice Mayor and the Kagawads.

d. Presence in highly visible expositions like the annual Philfoodex and

Department of Trade exhibits at the Mega Mall, the PCCI Annual Business
Conference Exhibit, the Mindanao Business Council and even a one week
exhibit at the hall way of the Senate leading to the session hall.

e. Joint activities with leagues of local government executives like the

Philippine Councilors League and the League of Vice-Governors and
Municipal Mayors.

f. Tie-up with civic groups like local chapters of Rotary Club International in
organizing events like the Barangay Summit and the Principals Summit in
Quezon City.
 QC Ba r a n ga y Su m m it
Oct . 2 1 , 2 0 0 3

g. Presentation to the Public Relations and Communications practitioners in the

government agencies. Similar activity has been done in government agencies
like the DOST.
h. Orientation and updates given to health workers during consultative meetings
organized by Helen Keller International.
i. Conduct of speakers bureau training seminars to potential Food Fortification
spokespersons in NCR and key provincial areas.

j. Meetings with traders of staple products.

k. Orientation to a leading consumer advocacy group, the National Association
of Consumers, Inc. who has committed to support and advocate for Food
Fortification in their covered areas.

Public Relations
a. Organization of Press Conferences during the launching of the Food
Fortification Countdown 12 months prior to the November 7, 2004 official
implementation of RA 8976, the presentation of the very favorable results of
the 2003 National Nutrition Survey on the decline of the Iodine Deficiency
Disorder and the Pulong Bulongan Forum with prestigious lady journalists.
Press releases and coverage in the TV news followed these press conferences.
 Fortification Countdown press conference on
November 7, 2003, 12 months prior to the
official implementation of RA 8976 on
November 7, 2004.

Press conference conducted to announce

the substantial decline of Iodine
Deficiency Disorder based on the 2003
National Nutrition Survey. The results
are attributable to salt iodization.

b. Organization of news worthy events like the Araw ng Sangkap Pinoy at the
SM Mega Mall where the Diamond Sangkap Pinoy Seal was also launched,
the launching of the official implementation of RA 8976 last Nov. 2004 via
programs and motorcades and other local activities in key locations and
public market activities.

c. Interviews and features on TV and radio programs like Unang Hirit,

Maganda Umaga Bayan, Ugnayan, ANC 21 News, Dito Sa Bayan ni Juan,
Ok Ka Doc, and Ang Mamimili. This type of activity is also continuously
happening in the LGUs via efforts of the local city health workers.
d. Almost everyday press releases in the major dailies have been sustained since
December, 2004.

e. Editorials written by the prestigious Juan Mercado in the Philippine Daily

Inquirer.

f. Printing of health and nutrition supplements in the Daily Bulletin.

g. Tie-up with private companies like Purefoods - Arlees Bread, Universal

Robina Corporation, Philmico, First Sugar in special activities.
 Mass Media Advertising
a. Utilized tri-media advertising during the periods June to August, 2004 to
drum up the official implementation of RA 8976 in November, 2004.
A creative handle riding on the popular expression KSP was used, not to
mean kulang sa pansin which is what it popularly means, but rather
kulang sa Sangkap Pinoy. The message can be summarized as follows:
> Ang mga batang hindi KSP ay kakaiba
> Hanapin ang Diamond Sangkap Pinoy Seal
> Ang Pag-asa n gating Pag-asa
b. TV and radio utilized the Rap treatment to easily attract attention and
conquer the hearts of the young and the young at heart. Print enlisted Lani
Mercado as the celebrity endorser.

c. Print materials include logos of companies and brands that have qualified for
the Diamond Sangkap Pinoy seal as a recognition to the companies that have
complied.
d. Post advertising showed the following encouraging results:
> Awareness of SPS advertising increased from 40% pre-ad survey to 44%
post-ad survey.
> Advertising clarified what SPS is about. Responses in post-ad survey
were more specific.
 Top Answers Pre-Ad Post Ad
> Food with nutritional content/ 28% 3%
Food Fortified with vitamins
> Govt. prog. which includes giving
of food with DOH seal 6% -
> Foods that were approved by the DOH 4% 11%
> Foods with additional vitamins/nutrients - 35%
> Program about nutritious foods - 21%
> Helps to have stronger / healthier body - 15%
> Foods with Sangkap Pinoy Seal - 12%
> Consumers with better understanding of what fortified foods are.
Fortified Foods Pre-Ad Post-Ad
> Vegetables 66% 36%
> Meat 37% 15%
> Fish 34% 15%
> Fruits 19% 10%
> Milk 19% 14%
> Eggs 11% 5%
> Better perception of what fortified staples are and can do (respondents
were those who were aware of fortified staples).
What Fortified Staples foods are / Do Pre-Ad Post Ad
> Improves health / more healthy 56% 54%
> Helps prevent sickness 26% 21%
> No need to buy multivitamins/
supplements 14% 10%
> Nutritious/additional nutrients
in food 7% 56%
> Prevents malnutrition/proper balance - 8%
> Strengthened the reason to purchase fortified staples
> Total Purchase Intent 75%
> Total Purchase Intent
even with price increase 79%-90%

Reasons for the Positive Purchase Intent

> Nutritious / Additional Nutrients 53% to 57%
> Basic necessity / in everyday meal 18% to 26%
> Small price difference 21% to 22%
> For healthier / stronger body 20% to 23%
> Good for the body / needed by 10% to 12%
e. Print efforts preceded the November 7, 2004 launch of the official
implementation of RA 8976. Print and TV advertising accompanied the
launching on November 7. Print is still utilized as a reminder to consumers.
 Merchandising and IECs
a. Developed a series of advocacy materials which includes a brochure for the
LGUs, a brochure and a pamphlet which reproduced RA 8976 and its
Implementation Rules and Regulations, a brochure which serves as a quick
reference guide to the law and its IRR, a flier on EO 382 which declared
November 7 of every year as Food Fortification Day, a flier showing Senator
Juan Ponce Enrile and Mr. Jess Arranza, President of the Coconut Oil
Refiners Association, both hosting a radio program endorsing Food
Fortification and a listing of the Rectangular and Diamond Sangkap Pinoy
Seal products.
b. Consumer fliers which include a quick briefer on Food Fortification and
micronutrient malnutrition, the news on the decline of Iodine Deficiency
Disorder and why, and a flier that explains that healthy looking people may
still actually be suffering from micronutrient malnutrition.
c. Point of purchase materials that includes a poster of Lani and her daughter
which also shows the logos of companies and agencies that have supported
the program, posters announcing the availability of the different fortified
staples including bread, shelf stalkers, and danglers or mobiles to attract
attention in the retail outlets.
 d. Tarpauline streamers for exhibits and conferences.
Hindi KSP ang
mga anak ko

Hanapin

e. Newsletter which provides the latest development on Food Fortification. 4

issues and a special edition on November 7, 2004 have been published todate.

Lessons Learned
a. A deep understanding of the industry, its concerns and impact of fortification is
important basis for planning and discussions with industry

b. Government agencies should work together in accordance to their set

responsibilities

c. Law on mandatory fortification though difficult to implement is essential to push

the program

d. Support of major industry groups (PCCI and ECOP) is critical to counter the
strong lobby groups
 e. It is important to show to the industry that government is addressing their
concerns

f. Partnership with industry either through the associations or individual companies

should always be explored (technical and/or promotions)

g. Consumer communications efforts were critical in the surge of technical

assistance requests

Future Directions
Focus on program sustainability through the following:
a. Capability building of government (national and local) to provide technical
assistance, regulatory and program monitoring and promotions

b. Institutionalize public-private-NGO management structure, include consumer

groups

c. Continue TA to sugar and rice manufacturers to achieve targets

d. Provide TA in the development of a 2005-2010 Food Fortification Plan