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Consumer recognition of the logo for fortified wheat or maize flour
This indicator assesses whether a target population is aware of the logo for fortified wheat or maize flour.
Some programmes for flour fortification develop logos or images as part of their behaviour-change communication strategy, for the target population to easily identify fortified flour or products made with fortified flour among all the products available. If the behaviour-change communication strategy with the logo or image is effective, then the population should be aware of the logo or image, which should be perceived as identifying a desirable and preferred product for purchase and consumption, and the target population will be motivated to select products with the logo, when these are choices available to the consumer.
The percentage of individuals in the target population who recognize the logo for fortified flour
Numerator: the number of individuals who recognize the logo for fortified flour during a given period of time (e.g. the last month)
Denominator: the total number of individuals from the target population surveyed over the same period of time
• Divide the numerator by the denominator. Multiply the result by 100 to convert the number into a percentage.
Considerations for the calculations:
• Some countries may develop a logo for the food-fortification programme in its entirety, not for specific foods (e.g. maize flour, wheat flour, oil, sugar) that are fortified.
awareness, behaviour-change communication, information, logo, messages
Food fortification
Output
Beneficiaries know, demand
School age children, 12-23 months, 24-35 months, 36-47 months, 48-59 months, 6-11 months, Adolescents, All, Men, Women of reproductive age
None,
Folate, Iron, Niacin, Selenium, Vitamin A, Thiamine (vitamin B1), Vitamin B12, Riboflavin (vitamin B2), Vitamin B6, Vitamin C, Vitamin D, Vitamin E, Vitamin K, Zinc
Market-based
The target population for the intervention can include children, but the primary target population for key messages, including recognition of the fortification logo, is typically the caregivers or adults in the family who decide what foods to purchase.
It is relatively easy to include questions about recognition of the fortification logo into surveys and assessments.
Recognizing the logo does not provide information about motivations to purchase these products, or attitudes toward the logo or flour fortification in general (e.g. someone might know the logo and think the logo connotes something negative). These aspects of the logo should be assessed and monitored during the development of the logo and the intervention package. While they can also be monitored after implementation, it is very costly to change a logo and people’s interpretation of it, and damaging to a fortification programme to have a logo with a negative connotation. Therefore, it is important to identify any potential negative connotations as soon as possible and avoid using those negative elements. Recognition of the logo is not sufficient to ensure regular purchase or consumption of fortified-flour products by the target population.
In a survey, consumers were shown the fortification logo and asked if they had ever seen it. Of the 1040 persons surveyed, 634 recognized the logo.
Numerator: 634
Denominator: 1040
Calculation: 634/1040 * 100 = 61% of individuals surveyed recognized the fortification logo.
1. WHO/FAO. Guidelines on food fortification with micronutrients. Geneva: World Health Organization, 2006.