GENEVA, Jan. 17 Fleishman-Hillard Inc. today pledged $250,000 in global support to help the Flour Fortification Initiative in its fight to reduce micronutrient deficiencies in developing countries. Adopting FFI as its global cause for 2008, Fleishman-Hillard's Food and Agribusiness Practice will provide communications strategy and aid FFI's efforts to make vitamin and mineral fortification of flour standard practice around the world.

One-third of the world's people are not getting the necessary nutrients, which can damage immune systems and lead to the deaths of more than a million children a year. According to UNICEF reports, vitamin and mineral deficiencies also cause 200,000 serious birth defects annually and the deaths of approximately 50,000 women a year during pregnancy and childbirth.

"Flour fortification can help prevent diseases and in turn build stronger nations," said Glen Maberly of FFI. "Currently, about 27 percent of the wheat flour in the world is fortified with at least iron and/or folic acid, versus about 18 percent two years ago when this partnership united. That means that an additional 540 million people potentially now have access to fortified flour and the benefits it provides, and the annual number of newborns whose mothers had access to fortified wheat flour during pregnancy increased by approximately 14 million. Fleishman-Hillard has helped in this success and their pledge to take FFI on as their global cause in 2008 will help us increase demand in more developing countries."

"Our global food and agribusiness practice believes in this effort and embraces the opportunity to put our farm-to-fork experts to work on such an import cause," said Jamie Greenheck, Fleishman-Hillard Senior Vice President. "The unique public-private-civic partnership has the power to truly make a difference and we're honored to be a part of the group's crusade toward better nutrition, better health and better communities."

About FFI

The Flour Fortification Initiative is a network of more than 50 public, private and civic organizations -- ranging from wheat farmers to millers to public health organizations -- working together to make micronutrient fortification of flour produced by large roller mills standard practice globally.

SOURCE Fleishman-Hillard Inc.

Source :PR Newswire