March 2025 Miller of Month: Faria Yasmin, Chief Business Officer, ACI Foods & Commodity Brands, Bangladesh

March’s edition of Miller of the Month, focuses on Faria Yasmin, Chief Business Officer at ACI Foods & Commodity Brands, in Bangladesh.

ACI Food started fortifying oil in response to Bangladesh government mandates. What motivated the decision to also fortify rice and wheat flour, and how has the company’s commitment to fortification changed over time?

ACI has always been committed to improving the nutritional landscape of Bangladesh. While oil fortification was a regulatory requirement, we saw a larger opportunity in addressing micronutrient deficiencies through staple foods like rice and flour, which are consumed daily across all socio-economic groups.

Our motivation came from the high rate of malnutrition in Bangladesh, particularly the fact that 29% of children and 45% of women suffer from deficiencies in iron, zinc, folic acid, and vitamin A, which have long-term health and economic impacts. Given that rice is a staple for over 200 million Bangladeshis, ACI became the first to commercially launch fortified rice in the country. ACI’s rice portfolio is the most diverse in Bangladesh, offering a wide range of varieties tailored to different consumer preferences and socio-economic segments. We have already fortified three categories of rice with six essential nutrients and have several more fortified rice variants in the pipeline, targeting different types of rice for different consumer groups across various income levels. We strongly believe ACI Pure Fortified Rice would be a game changer in the industry for combating malnutrition in Bangladesh.

Similarly, fortified wheat flour provides another effective way to deliver essential nutrients to consumers. Recognizing the widespread consumption of wheat-based products in Bangladesh, we have recently launched ACI Pure Power Flour (Fortified Atta), enriched with 10 essential vitamins and minerals, including folic acid, iron, calcium, zinc, and key B vitamins. This fortified atta is designed to help address micronutrient deficiencies while ensuring consumers continue to enjoy their everyday meals without changing their eating habits.

Over time, our commitment has gone beyond just following rules, we now focus on educating consumers, keeping prices affordable, and building strong partnerships to make fortified foods a regular part of people’s diets. Our collaboration with NGOs, policymakers, and global nutrition initiatives reflects our long-term investment in food fortification as a sustainable business and public health solution.

What specific benefits or support have you received from Millers for Nutrition that have helped your business grow or improve?

Millers for Nutrition has been a great support in our fortification journey. They’ve helped us with technical guidance, making sure we get the right process for nutrient retention, blending, and quality control so that our fortified products actually make a difference. They also connected us with other millers, creating a space where we can share experiences, learn from each other, and tackle challenges together. This has been really useful in improving how we approach fortification.

Another significant contribution has been highlighting ACI’s fortification efforts internationally, ensuring our work in Bangladesh is recognized in global nutrition discussions. This has provided us with opportunities to showcase our initiatives, share our impact, and engage with international organizations working towards similar goals. They’ve also introduced us to global experts in food fortification, giving us access to the latest knowledge and best practices. This has helped us refine our products and stay updated on what’s working in other markets. Their support has helped us improve not just our fortified products but also our reach and impact. It’s been a valuable partnership that keeps pushing us forward.

Can you share any innovative marketing or promotional initiatives you’ve undertaken to raise awareness about fortified wheat flour and rice?

We have taken a 360 degree approach to raise awareness about ACI Pure Fortified Rice, ensuring consumers understand its importance in fighting malnutrition. We started with a television commercial (TVC) designed to connect emotionally with consumers, especially parents. The TVC highlights the importance of fortified rice in a child’s development and addresses the malnutrition problem in Bangladesh. The message reinforces how ACI Pure Fortified Rice can play a vital role in ensuring a healthier future for children and families, making nutrition a key priority for parents.

To further expand the message, we worked with social media influencers, nutritionists, and health-lifestyle advocates to engage with consumers online. Through educational videos, recipes, and expert discussions, we made fortification a relatable and easy-to-understand concept, helping people see how fortified rice can be incorporated into their daily meals.

In addition, we launched billboard campaigns in high-traffic areas, using clear, simple messaging to educate people about the benefits of fortified rice. Alongside this, we conducted market activation programs, where our teams directly interacted with consumers and retailers. Through face-to-face conversations, leaflets, and scientific data, we explained the importance of fortification, ensuring that both customers and shop owners understood how ACI Pure Fortified Rice could improve nutrition and overall health. By combining TVC, social media, outdoor advertising, and on-ground activations, we have created a strong and effective awareness campaign, making ACI Pure Fortified Rice a trusted choice for better nutrition.

What advice do you have for other millers?

Millers have a crucial role in improving nutrition through fortified staple foods, but the impact goes beyond just meeting regulatory requirements. Fortification should be seen as a long-term investment rather than a compliance obligation. It builds consumer trust, strengthens brand equity, and contributes to public health in a meaningful way.

One of the biggest challenges is consumer awareness. Without proper education, even the best fortified products can struggle to gain traction. It’s important to clearly communicate the benefits of fortified foods through packaging, advertising, and direct engagement with consumers. Simple messaging that explains how these products improve health can make a real difference in adoption.

Collaboration is also key. Working with government bodies, NGOs, and industry alliances can help expand fortification efforts and ensure they are financially viable and widely accepted. At the same time, maintaining quality and transparency is essential. Consumers need to trust that fortified products deliver the promised nutritional benefits.

The future of food fortification in Bangladesh depends on collective action. By working together, millers can play a pivotal role in transforming the country’s nutrition landscape, making fortified foods a regular part of everyday diets.