ACI Pure Fortified Rice: A Health Revolution for Bangladesh

The ACI Group, one of Bangladesh's most diversified and innovative conglomerates, has long been a leader in improving lives through its pharmaceuticals, consumer goods, agribusiness, and retail ventures. Keeping up its streak of health and taste, this popular conglomerate has stepped up once again.

Working with the technical support of the World Food Programme (WFP), ACI is the first to introduce fortified rice commercially in the country, which also reflects the company's social responsibility towards consumers and the efforts to make a positive impact on public health. With health awareness on the rise now, ACI Pure Fortified Rice gives us the perfect solution to switch to healthier rice without giving it up.

So what do we know about fortified rice? Fortified rice is regular rice that has been enhanced with essential vitamins and minerals to make it more nutritious. It is created by adding nutrients like Vitamin A, iron, folic acid, zinc, and vitamin B to the grains, which are not found in white rice. Despite this added nutrition, fortified rice looks, cooks, and tastes exactly like the rice we are used to eating, making it a very easy and familiar shift in our diet.

Designed to combat nutritional deficiencies, this product is especially beneficial for all.

For children, fortified rice can be nothing short of transformative. It is known to improve learning and memory by providing nutrients that help cognitive growth, setting the stage for a more capable and brighter generation in the future. Moreover, it targets stunted growth which usually is a problem among the young population.

Perhaps, the most significant impact of fortified rice can be seen in maternal health. Pregnancy is a critical period in a woman's life, and the lack of proper nutrition during this time can lead to severe complications for both the mother and the baby. Fortified rice, enriched with folic acid and other essential nutrients, reduces the risk of birth defects and promotes better maternal health. This ensures not only a safer pregnancy but also a healthier baby, setting the stage for a strong start to life.

According to WHO (2016), 40% of women of reproductive age suffer from anaemia, while the National Micronutrient Survey (2011–2012) revealed 57%  have zinc deficiency. A study assessed the impact of fortified rice (FFR) in addressing these deficiencies among women in vulnerable groups across five districts. Over 12 months in 2013, participants received 30 kg of FFR or non-FFR monthly. Anaemia in the FFR group decreased by 4.8%, while it increased by 6.7% in the non-FFR group. The findings highlight fortified rice's potential to improve public health outcomes.

In studies published by Cambridge University, results showed that consumption of fortified rice in Vietnam increased iron intake by 41%, zinc by 16%, and folic acid by 34%, demonstrating its potential to improve public health outcomes in regions dependent on rice as a staple food.  

Being the first of its kind in Bangladesh, ACI's launch of fortified rice marks a revolutionary success. It has shown potential to transform public health and actively battling against the nationwide deficiency of vital nutrients by adding them to the country's staple food. Fortified rice not only fixes serious nutritional deficiencies but also establishes a new standard for easily accessible, daily cures to enhance millions of people's health and well-being.