Commercial Promotion of Micronutrient Powder for Infants and Young Children in Tanzania

Abstract

Objectives: Micronutrients deficiencies are serious public health problems in Tanzania. Home fortification with micronutrient powder (MNP) has been introduced in eight food-insecure districts of Tanzania as a complementary intervention by the "Tuboreshe Chakula Project," to improve the nutritional quality of foods consumed by children aged 6 - 59 months. The objective of the strategy is to promote consumption of MNP in households with eligible children. Methods: The USAID "Tuboreshe Chakula" project organized a commercial distribution channel involving a main distributor, wholesalers and retailers/village kiosks. MNP sachets are sold at affordable prices, helped by a government tax exemption. Before introduction, the project advocated through sensitization seminars for government and community leaders and trainings for health service providers and community health workers. Social marketing and behavioral change communication (BCC) strategies create community awareness and mobilize mothers and caregivers to purchase MNP for their children. Educational materials developed in collaboration with government stakeholders were provided to health workers, mothers/caregivers and traders. Results: Six months after introduction of MNP, information on MNP has spread significantly in the target communities: 70% of households recognize the MNP sachet. The number of target households feeding their children MNP has risen to 11%, and 1.6 million sachets have been distributed throughout the target districts. Conclusions: Through advocacy, trainings and well-designed social marketing to stakeholders, distribution of MNP through a commercial channel has a great potential for reaching infants and young children within a short period of time.