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Ultra Rice: Expanding markets for fortified rice
Presenter: Ms. Rae Galloway, Nutrition Specialist, PATH

As a manufactured, micronutrient-fortified grain made from rice flour and then blended into traditional rice, Ultra Rice® offers a culturally relevant and customizable solution to micronutrient malnutrition, particularly for public-sector buyers seeking to meet varying nutritional needs and fortification requirements. With 28 studies forming its evidence base, Ultra Rice has proven safe and efficacious in women and children across multiple geographies and demographic groups disproportionately affected by anemia and other consequences of micronutrient deficiency. This evidence is allowing Ultra Rice to make a commercial impact, as is now being demonstrated in a variety of markets. With a focus on sustainability and scalability, the Ultra Rice business model promotes local control and ownership. Low-cost adaptation of existing equipment reduces capital investment costs for local Ultra Rice producers, and low-cost blending equipment reduces the expense of engaging local rice millers, thus creating incentives for participation along the supply chain and minimizing the incremental cost of fortification. Use of local raw materials and caps on producers’ profit margins for public-sector sales increases the sustainability of the business model as well as the affordability of the product. Reaching scale is envisioned through regional technology-transfer centers, which will help expand the supply base of Ultra Rice producers and provide technical support to rice millers. Demonstration trials currently underway will further establish the feasibility and impact of Ultra Rice—catalyzing the market for fortified rice and strengthening the chance to improve the micronutrient status of millions globally.

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