Olam Ghana to help combat micronutrient deficiencies with new fortified rice

Olam Ghana, a subsidiary of leading food and agri-business, Olam International, launched Ghana’s first fortified rice brand, in a brilliant event on Saturday, November 16, 2020.

The glitzy ceremony at the Kempinski Hotel in Accra was only matched by the excitement from the audience inside the auditorium as Olam outdoored their new rice brand.

Olam’s Royal Aroma enters Ghana’s market as the country’s only fortified rice brand following approval by the Food and Drugs Administration (FDA).

While Olam’s premium long-grain rice has become the preferred choice of Ghanaian families in recent years, the company felt there was a need for a new brand that has the essential vitamins and minerals to combat micronutrient deficiencies and help people be stronger, smarter and more productive.

Devashish Chaubey, Olam’s Global Head of Rice said the company was proud to have made such an important step.

“We are happy to announce have a product that will definitely ameliorate the availability of these micronutrients. The benefits will surely extend to the health and immunity of women and children.”

The Marketing Manager at Olam Rice, Miss Amrita Dutta stated that a lengthy approval process and the disruptions brought about by the COVID-19 pandemic had only enabled the company to ensure the product serves its purpose and meets the expectations of customers, while not compromising the already-established quality.

“It’s the same sweet taste, same fragrance but with the small powerfully added nutrients,” she said.

The product was unveiled by actress and brand ambassador, Nana Ama McBrown who stated that she was honoured to be part of the “Olam family” and was looking forward to continuing the “wonderful relationship.”

Dubbed as the “newest superhero in town” Royal Aroma’s infusion of iron, zinc, as well as, vitamins B3, B6, B9 and B12 in its rice grains helps address a wide range of deficiencies.

Speaking prior to the reveal, the President Ghana Academy of Nutrition and Dietetics, Dr Kingsley Pereko commended Olam for acknowledging the significance of nutrition with the launch of Royal Aroma.

“Nutrition is the pivot of everything that surrounds us. Our very lives, our very existence is tied to nutrition,” he said.

He argued that the release of Royal Aroma is crucial and timely as undernutrition and micronutrient deficiencies are major challenges faced by a number of countries around the globe.

Head of Quality Management at the Ministry of Health, Dr Ernest Asiedu, praised Olam for the product and stated that the Ministry intends to work very closely with the company in its efforts to improve nutrition in the country.

Members of the audience had the chance to sample the Royal Aroma rice with the new product receiving unanimous praise for its taste.