The Realizing Gender Equality, Attitudinal Change, and Transformative Systems in Nutrition (REACTS-IN) project, a collaborative program involving World Vision, HarvestPlus, Nutrition International, and McGill University, is enhancing nutrition and gender equity across Bangladesh, Kenya, Somalia, and Tanzania with support from the Government of Canada. In Bangladesh’s Thakurgaon district, two local non-governmental organizations—Eco-Social Development Organization (ESDO) and RDRS Bangladesh—are leading this initiative for HarvestPlus to improve access to nutrient-rich crops for vulnerable communities, especially targeting marginalized women, adolescent girls, and children.

To increase the availability of biofortified crops, the project provided early-generation seeds to seed entrepreneurs, and foundation seeds to lead farmers and established demonstration plots for zinc-enriched rice and wheat to raise awareness of these nutrient-dense varieties. REACTS-IN builds skills across the community, from producers to processors to boost the agricultural supply chain. Training for Sub Assistant Agriculture Officers (SAAOs) in the Ministry of Agriculture’s Department of Agriculture Extension (DAE) has been instrumental to this effort. Soma Akhter, a trained SAAO from Thakurgaon, noted that biofortified zinc rice, BRRI dhan74 is favored for its high yield and disease resistance, and fits well into the planting cycle, making it an ideal choice for farmers after potato and mustard.

In addition, community volunteers have been trained as trainers to become local leaders, and seed businesses have been educated on ensuring a reliable community seed supply. Lead farmers receive training to cascade knowledge throughout the community, ensuring widespread understanding and adoption of biofortified crops.

Ongoing awareness initiatives are central to REACTS-IN’s strategy. Through school sensitization programs, students are encouraged to become advocates for family nutrition decisions and future leaders. Farmers field days serve as vital gatherings for technology dissemination and awareness-building, while mobile messages convey nutrition information to community members. The project’s advocacy efforts are engaging policymakers to support the inclusion of biofortified crops, like zinc rice, in both government and non-government organizations nutrition programs and interventions.

To broaden reach and secure sustainable adoption of biofortified crops in the food supply chain, REACTS-IN has underscored the importance of governmental and non-governmental collaboration. Recommendations include adding biofortified crops to the government’s seed subsidy program, using demonstration plots for newly released varieties, and distributing zinc rice grains through the social safety-net programs. Local government representatives, such as Layla Anjuman, Upazilla Agriculture Officer in Pirgonj, believe that a behavior change efforts are essential to integrate these practices into everyday life. She emphasized the need for communities to adopt nutrition-sensitive habits, while Upazilla Health Officer Abdur Rahman shared his experience introducing zinc rice (BRRI dhan74) to his family. Initially resistant due to the rice’s bolder grain, his family gradually adapted, highlighting the role of mindset in embracing healthier food choices.

For broader market impact, HarvestPlus works with value chain stakeholders, including processors and retailers. Bhabesh Chandro Roy, who has been processing flatten rice (locally known as Chira) since 2014, began producing BRRI dhan74 flatten rice last year to meet the rising demand of nutritious rice. Known for its high yield and favorable texture, this zinc-enriched rice variety has become a popular choice among retailers and consumers alike. Plans are underway to brand this product as Zinc Chira BRRI dhan74, making it readily identifiable and available in the market.

Through these collective efforts, the REACTS-IN project aims to reach 700,000 farming households in Thakurgaon, promoting long-term nutrition, gender equality, and agricultural transformation across the region.