Olam introduces Ghana’s first fortified rice brand dubbed Royal Aroma Fortified Rice

Company name: Olam Ghana

Product type: Fortified rice

Innovation: New product

The Ghanaian subsidiary of global food and agri-business company, Olam International, has launched the country’s first fortified rice, aimed to meet the nutrient requirements for health living by every consumer.

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The new rice is part of Olam Ghana’s leading national long-grain rice brand, Royal Aroma and is fortified with micronutrients including iron, zinc, and B-complex vitamins, providing more than 15% of the minimum RDA (recommended dietary allowance) per serving.

The introduction of Royal Aroma Fortified Rice is geared towards addressing micronutrient deficiencies in the country, where approximately 50% of women suffer from anaemia and 30% of pre-school children from iron deficiency, according to a 2017 micronutrient survey conducted by the University of Ghana in collaboration with UNICEF.

“What we are bringing to Ghanaians today is a brand of rice, with the same great taste, sweet aroma and ease of cooking, but powered with a variety of vitamins and minerals to promote health and wellness.”

Marketing Manager at Olam Rice – Amrita Dutta

Rice fortification has proven to be an effective approach in reducing malnutrition in countries where it is mandatory, such as the USA and the Philippines, or has been introduced voluntarily, as in Brazil, Colombia, Peru, Bangladesh and Myanmar.

“What we are bringing to Ghanaians today is a brand of rice, with the same great taste, sweet aroma and ease of cooking, but powered with a variety of vitamins and minerals to promote health and wellness.

“The micronutrients it provides are, particularly, important for pregnant women and growing kids,” said Miss Amrita Dutta, Marketing Manager at Olam Rice.

The launch ceremony attracted nutritional experts and senior officials from the Ghana Academy of Nutrition and Dietetics (GAND) and health care professionals.

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Dr. Kingsley Pereko, President of the Ghana Academy of Nutrition and Dietetics (GAND) heralded the unveiling of the rice brand and urged Ghanaians to take healthy nutrition seriously, especially in these times of the COVID-19 pandemic, which necessitates a stronger need to boost immunity.

“Our food should be our medicine and our medicine should be our food,” Dr Pereko declared.

Dr Ernest Asiedu, Head of Quality Management at the Ministry of Health, commended Olam Ghana for its innovativeness in being the first to introduce a brand of fortified rice into the country for the benefit of Ghanaian consumers.

The unveiling of the product comes weeks after the food company launched the first ‘Made in Ghana’ rice know as Mama Gold, bringing more choices to consumers at an affordable price.

The two additions, complements Olam Ghana’s existing portfolio of rice brands, including Royal Aroma, Royal Feast and Mama Africa.

The company supports the development of rice farming in the West African country to boost domestic production while promoting self-sufficiency and improve its foreign exchange position.

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