A recent multi-city survey conducted by Research Pacific (commissioned by Tetra Pak) showcased that almost 70 per cent of mothers aren’t too sure about the food that their child consumes. Roughly translated, it means that one in every three mothers is unsure about the safety and quality of food that she gives to her child and family. Add to that, over 60 per cent of mothers don’t really spend time reading labels, missing out on crucial ingredients that a growing child needs. The lack of awareness coupled with a growing concern about food freshness and purity certainly calls for alternative measures. Food laws in India do address the issue of purity but what we really need is a program which connects with people and educates them.
Acting on the importance of banishing food myths and ensuring that children get the adequate nutrients from food, Tetra Pak has launched a ‘Right to Keep Food Safe’ awareness campaign. The bottom line of the campaign is to empower mothers and banish myths about food habits in India. For example, six out of every 10 moms believe that boiling doesn’t harm the nutritional value of food, or most moms vouch for loose juices despite knowing that it might be unhygienic. The campaign aims to educate mothers about food safety and nutrition and motivate them to spread the word. “The survey shows that while mothers are quite concerned about the food and beverages they consume, there is a clear need for them to have easy access to better information and consequently make the right choices,” says Tetra Pak South Asia Markets Marketing Director Sumit Khatter.
An integral part of the campaign Nutrition Quotient (NQ) is a first-of-its-kind online course on food safety, nutrition and packaging that has been developed by experts from the Indian Medical Association, the All India Institute of Medical Sciences, the Indian Dietetics Association, the National Dairy Research Institute. Celebrity mom Aditi Gowitrikar, who was present at the launch says, “Food safety is a continuing concern with frequent outbreaks of food-borne diseases due to adulteration, contamination and lack of awareness on how to keep food safe. It is surprising to learn that over 70 per cent mothers do not immediately connect serious diseases such as jaundice, cholera and typhoid with food safety.”
We feel that the Tetra Pak campaign is a great way to ensure that your family eats the right kind of food and stays safe and healthy. Click here and be a part of the campaign.
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