GAIN Business Alliance's mission is to develop innovative
  and new approaches for dealing with the barriers that have
  traditionally kept affordable fortified products outside of the
  market place. Such barriers are caused by various factors,
  including a lack of commitment from government and industry,
  uneven regulatory and quality control environments, low
  consumer awareness and understanding of fortified foods and
  the absence of clear strategies on covering the additional cost
  of fortification. 

The GAIN Business Alliance was formally launched October 22-23 at the 1st Annual Forum. The event concluded with the "Beijing Declaration on Food Fortification" stating the commitment of the private sector firms present, GAIN and WBI to work together toward the goal of tackling malnutrition, and targeting in particular the most vulnerable poor populations.  Other outcomes included agreement that Danone, Unilever, and Coca Cola will act as co-chairs of BAFF, and finally the launch of a China BAFF to be led by two local Chinese companies that are already leading fortification initiatives in salt and flour.

This initiative builds on the recommendations of the previousfood industry consultation held in November 2004 in Washington DC by the World Bank Institute and GAIN.

Some of the presentations made at the GAIN Business Alliance launch in Beijin, China are available in the Virtual Resource Center.

Please visit the GAIN Business Alliance website  to see more details about this initiative.