Every morning, millions of Kenyan families prepare meals that bring them together: a steaming plate of ugali, a cup of porridge for children heading to school, or chapati shared around the family table. But behind these everyday meals lies a question many consumers rarely ask: Is the food on my plate safe and nutritious?
To help families answer that question, the Cereal Millers Association (CMA) has launched a nationwide awareness campaign dubbed “Chagua Safe. Chagua Smart.”, aimed at empowering Kenyans to make informed decisions about the flour they buy and consume.
While many shoppers compare prices, packaging and brands when purchasing flour, CMA says fewer people consider two important factors that directly affect their health, food safety and nutrition.
The campaign seeks to encourage households to look beyond affordability and familiarity by creating awareness about issues such as aflatoxin contamination, flour fortification and the role of nutritious foods in supporting healthier communities.
“Every Kenyan family deserves access to information that helps them make informed decisions about the food they consume,” said Paloma Fernandes, Chief Executive Officer of the Cereal Millers Association.
“Through Chagua Safe. Chagua Smart, we want to make food safety and nutrition part of everyday conversations in Kenyan homes. When consumers understand what is in their food and why it matters, they are better equipped to make choices that support healthier families and stronger communities,” she added.
The campaign comes at a time when nutrition challenges continue to affect many Kenyan households. Data from the Kenya Demographic and Health Survey (KDHS) 2022 shows that 18 per cent of children under five years are stunted, 5 per cent are wasted, and 10 per cent are underweight.
Micronutrient deficiencies remain another concern, with the Kenya National Micronutrient Survey indicating that 26.3 per cent of pre-school children and 41.6 per cent of pregnant women are anaemic.
For many families, maize flour remains an essential part of daily life and could play a major role in improving nutrition outcomes. Due to its widespread consumption across different communities, maize flour has been identified as an effective vehicle for delivering essential nutrients through fortification.
However, CMA notes that many consumers remain unaware of the dangers posed by aflatoxins — naturally occurring toxins linked to poorly handled, dried or stored maize and cereals. The challenge is heightened because aflatoxins cannot be detected through sight, smell or taste, making awareness and prevention critical.
Beyond safety concerns, the campaign highlights the benefits of fortified flour, which contains essential nutrients such as iron, zinc, Vitamin A, folic acid and B-vitamins. These nutrients support children’s growth, strengthen immunity and contribute to maternal health and overall wellbeing.
Under Kenyan law, packaged maize and wheat flour fortification is mandatory as part of efforts to address nutritional deficiencies and improve public health.
Through “Chagua Safe. Chagua Smart.”, CMA is calling on consumers to become more informed about the food choices they make every day, because the journey towards healthier families begins with what is placed on the dining table.