PV Sindhu, a prominent Indian badminton player with two Olympic medals, recently announced her investment and ambassadorship with Greenday’s 'Better Sustenance' initiative. This partnership focuses on addressing India’s widespread micronutrient deficiencies through the promotion of biofortified foods, which aim to enhance both public health and the livelihoods of farmers. Greenday is committed to fortifying staple crops with vital nutrients such as Iron, Zinc, Pro-Vitamin A, Calcium, and Protein, thus improving the nutritional value of everyday diets.

By collaborating with Harvest Plus Solutions, Greenday’s Nutrifarms project supports farmers in producing nutrient-rich crops like fortified wheat (Atta) and rice. This initiative not only promotes better health but also ensures farmers receive premium prices for their enhanced produce. Prateek Rastogi, founder and CEO of Greenday, emphasized the severity of nutritional deficiencies in India, noting a significant decline in the nutrient content of staple foods like wheat and rice over the past 50 years. He stressed that Greenday’s efforts in promoting nutrition-dense farming and making biofortified foods both accessible and affordable are crucial for addressing this issue.

PV Sindhu expressed her deep appreciation for the initiative, highlighting its dual benefits of enhancing health and supporting the crucial role of farmers. Similarly, Ravinder Grover, Global Business Manager at HarvestPlus Solutions, commented on the sustainable impact of biofortification on the nutritional value of crops. He pointed out the critical need for biofortified foods in India, where millions are at risk of deficiencies, and noted the growing adoption of these crops, which significantly benefits farming households.

Sindhu’s endorsement of Greenday is expected to play a key role in combating micronutrient deficiencies, boosting food security, and expanding the market for biofortified foods in India.