This analysis indicates that there are opportunities to deliver significant proportions of daily requirements to average consumers in many countries where micronutrient deficiencies are widespread. Third, we undertook a survey of some major food companies operating at the transnational, regional, and national levels. The barriers to food fortification and public-private collaboration were documented. Technical and productions issues, including incremental cost, were perceived as less significant while market issues were perceived as the most important barriers. Most company officials surveyed were well aware of micronutrient issues.
Food fortification fits well with the mission statements of most food companies.
Large food companies and especially multinational companies penetrate the high end of all food markets. Many of these large food industries report that more than 80 percent of the general population has regular access to their products and marketing messages. Although the share of the lowest-end market will grow significantly in the next 10 years, it will remain relatively small. However, the share of the middle income quintals is significant and growing. The impact of fortification can be greatly increased by fortifying 4-5 products in each country rather than relying on only one food vehicle.