Their mission is to reduce the incidence of iron deficiency anemia by tapping into the power of the marketplace to get the most commonly consumed, healthy foods fortified with iron. Rates of iron deficiency anemia are highest in least developed countries, yet most of those nations' nutritional strategies do not address the problem directly. Fortify adopts successful fortification methods that have been used in industrialized countries since the 1950's, and applies them to affordable, healthy foods preferred by those living in developing regions of the world– no behavior changes needed.
The best way of addressing micronutrient deficiencies in women and children in developing countries is the through the family meal. Current diets lack meat and the diversity of foods capable of replenishing the iron stores depleted by menstruation, childbirth, and complications of disease. Women's special needs are rarely addressed. Food fortification works and is the solution to the devastating effects of IDA in women and children.