HarvestPlus Solutions (HPS) is ushering in a new era for biofortified foods with the launch of its Neutral Mark – A first-of-its-kind symbol that guides towards the authenticity and nutritional integrity of biofortified seeds and foods. The Neutral Mark is a symbol of quality and nutritional value for both consumers and businesses. It declares that a food product is sourced from genuine biofortified grain or, for seed businesses, that it contains 100 percent biofortified seeds. This initiative is a significant step in making biofortified foods a mainstream choice, ensuring more nutritious food systems, and better health worldwide.

Why Is This Mark Needed?

Despite growing awareness about the importance of nutrition, many consumers still struggle to identify food products that are genuinely enriched with essential vitamins and minerals. The market is filled with health claims, but how can consumers trust that they are getting what they pay for? The new mark helps eliminate this uncertainty by serving as a clear, recognizable signpost that a product meets rigorous biofortification standards.

For businesses, the validation provides a competitive edge in an increasingly health-conscious marketplace. Manufacturers, seed companies, and food brands can differentiate themselves by adopting this trusted mark, offering consumers credible and scientifically validated nutrition solutions.

How Will It Help Consumers and Businesses?

For Consumers: The mark empowers families to make informed choices about their health. By selecting genuine biofortified products, they ensure their food is naturally rich with nutrients like iron, zinc, and vitamin A—nutrients often low in the traditional staples. The recent research published in The Lancet Global Health highlights the urgency of addressing micronutrient deficiencies. Data shows that 56 percent of preschool children worldwide are deficient in iron, zinc, vitamin A, or a combination of these, while 69 percent of non-pregnant women aged 15–49 are deficient in iron, zinc, folate, or a combination of the three. People living in low- and middle-income countries of South Asia and Sub-Saharan Africa bear most of the burden. This makes biofortified foods especially crucial in regions where malnutrition remains a significant public health concern.

For Businesses: The validation of nutritional content is an opportunity to align with a movement that is reshaping food and agriculture. By integrating biofortified ingredients, food producers and retailers can meet the growing demand for nutritious foods. The mark enhances brand credibility, builds consumer trust, and helps businesses tap into the expanding market for health-focused food products. 

The biofortification market size reached USD 143.2 million in 2023 and is expected to grow at a 7.7 percent Compound Annual Growth Rate from 2024 to 2032. Looking ahead, the market is poised for robust growth over the next decade, driven by increasing awareness of nutrient-dense foods, rising health consciousness among consumers, and supportive government policies promoting biofortification initiatives. More funding is being allocated to agrigenomics and technological advancements in the agricultural sector, which are key drivers for biofortification. Businesses that embrace biofortification early will be well-positioned to capitalize on this expanding market, gain consumer trust, and contribute to the global nutrition movement. 

A Key Pillar in the HPS Mission

The launch of the Biofortification Neutral Mark  is part of HarvestPlus Solutions’ larger vision: Ensuring affordable nutrition for all by fostering a global market for innovative agricultural and food solutions. HPS is working to transform food systems by making nutrient-rich biofortified crops a standard in global agriculture and food industries. This validation system plays a crucial role in:

• Encouraging wide adoption of biofortified crops by ensuring businesses can confidently source and promote them.
• Expanding market access for farmers producing biofortified crops by creating demand across the food value chain.
• Advancing public health goals by helping combat micronutrient deficiencies on a large scale.

Join the Movement

This is an open call to food producers, seed businesses, and retailers to be part of this movement. By incorporating validated biofortified products, businesses can enhance their market presence while driving meaningful social impact. The Neutral Mark  is more than just a label—it is a commitment to a healthier, more nourished world.

Read more about our services here: https://harvestplus.solutions/what-we-do/

Let’s work together to ensure that every meal is not just filling, but truly nourishing.