Farming and Agriculture

PV Sindhu Invests in Biofortified Food Brand ‘Better Nutrition’

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03 June 2024, New Delhi: Indian badminton star, two-time Olympic medallist, and World Champion PV Sindhu has announced her investment and brand ambassadorship with Greenday’s ‘Better Nutrition’ brand. This collaboration aims to combat micronutrient deficiencies in India through innovative biofortified foods, enhancing both consumer health and farmer livelihoods.

Greenday plans to increase the nutritional value of staple crops, allowing consumers to access essential vitamins and minerals such as Iron, Zinc, Pro-Vitamin A, Calcium and Protein through their everyday meals. Greenday has partnered with HarvestPlus Solutions to create Nutrifarms, which helps farmers produce nutrition-dense farming products such as atta and rice enriched with better levels of iron, zinc, and protein. The company works closely with farmers, educating, empowering, and incentivizing them to cultivate these nutrient-dense crop varieties. Farmers are rewarded with premium prices for their efforts in growing these nutrient-rich crops.

Commenting on the investment, Prateek Rastogi, Founder and CEO of Greenday, said, “Nutrition deficiency in India is a pressing concern, with more than 50% of the population suffering from deficiencies in essential nutrients such as zinc, iron, and protein. Recent studies have also highlighted a continuous drop in the nutrient content of staple crops like wheat and rice over the past 50 years. At Greenday, we are working to help alleviate these problems by promoting nutrition-dense farming practices and making biofortified foods accessible and affordable. We are thrilled and proud to have Ms. PV Sindhu’s support in this phase of our journey and our mission. Her endorsement and trust are validation of our efforts and goals. With Sindhu on board, we strive to raise awareness about the importance of nutrition-dense staples and make them affordable and accessible to everyone across the country, while also improving the livelihoods of our farmers and their families who are an intrinsic part of our supply chain.”

Expressing her enthusiasm for the partnership, PV Sindhu said, “I deeply appreciate the dedication and innovation that Prateek and his team have put into Better Nutrition products, the positive impact they have on our health, and at the same time educate and support the farmers who are an integral part of this initiative.”

Ravinder Grover, Global Business Manager at HarvestPlus Solutions, stated, ” Biofortification is a sustainable approach to enhancing the nutritional value of crops. HarvestPlus Solutions is proud to support Greenday’s biofortification efforts, which effectively address key issues in the agricultural value chain. The need for biofortified foods in India is critical, with millions of people at risk of micronutrient deficiencies. The adoption of biofortified crops is rapidly increasing, with significant positive impacts already being observed in farming households. PV Sindhu’s endorsement of biofortification will make a real difference in fighting micronutrient deficiencies, boosting food security, and helping to establish and grow the biofortified food market in India.”

Also Read: Food Security of the World: Countries that Can Save the World from Starvation

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