NutriGo is a social business which aims to sustainably alleviate anemia among babies in rural China by educating and selling an affordable complementary food supplement. Anemia is a public health issue in China, affecting on average 45% of children aged 6 to 60 months in rural areas and 20% in urban areas. NutriGo’s mission is to reduce anemia among Chinese children of this age group through education and the selling of an affordable complementary food supplement (Ying Yang Bao), using a social business model. Nutrigo is expanding its coverage in the Anhui area, testing different models to increase the reach to relevant kids.
Why it matters
In China, 28 million rural infants suffer from malnutrition. In rural areas, children are often raised by their grandparents, who have little awareness of adequate healthy diets for youngsters.
How it works
Dr. Junshi Chen, a renowned nutritionist heading ISLI, the International Life Sciences Institute, developed a food supplement called Ying Yang Bao. After the product’s efficacy was proven through a clinical trial, she wanted it to have a sustainable impact on children in rural areas. Together with Danone Communities, a social business called NutriGo was launched to improve the recipe, build an engaging consumer offer and test various distribution channels to reach as many beneficiaries as possible.
How it creates value
NutriGo’s Ying Yang Bao was developed by the International Life Science Institute. The product is designed to be sprinkled on food, and is proven to reduce anemia by 47%.
It is sold in pharmacies in rural areas at a very affordable price. Furthermore, awareness and education campaigns organized several times a year.