This collaboration aims to combat micronutrient deficiencies in India through innovative biofortified foods, enhancing both consumer health and farmer livelihoods
Indian badminton star, two-time Olympic medallist, and World Champion PV Sindhu announced her investment and ambassadorship with Greenday’s ‘Better Nutrition’ brand. This collaboration aims to combat micronutrient deficiencies in India through innovative biofortified foods, enhancing consumer health and farmer livelihoods.
Greenday is dedicated to increasing 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 partners 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 incentivising 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 per cent 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.”