Consumers can be mobilized through social marketing and consumer organizations to demand effective fortification. Without confidence in both the industry and the regulatory apparatus, enlightened consumers will not be willing to buy new products. Developing Nutritional Awareness and Habits Political sustainability comes from monitoring and communications as well as satisfaction of consumer demands. One of the greatest advantages of micro- nutrient programs is that, because results are unambiguously attributable to specific interventions, policymakers can take credit for improvements. Behavioral sustainability will come only after consumers form good nutrition habits, whether that means eating carrots, taking a daily iron pill, or buying a fortified food.
Economic sustainability is a function of national and household ability to pay.
Micronutrients are so inexpensive that, regardless of the form, they should ultimately be affordable by the intended beneficiaries. From equity reasons or in the short term, some form of targeted subsidy may be necessary to reach the poorest and to form habits among the desired beneficiaries. In the long run, however, financial sustainability will depend upon consumers' willingness to pay for the nutrients. It is the government's responsibility to choose the most cost-effective means of delivering micronutrients to the population. Because fortification of water and foods is also extremely cost-effective, nontraditional sector involvement is desirable as well.