Soy Food Culture Development
The challenge of introducing a novel food
In 2003, soybean was a new food to Afghanistan. Our challenge was to educate Afghans about the health benefits of soybeans and teach them how to incorporate soy into their favorite dishes. In order to provide education and promote soy in all of Afghanistan's 34 provinces, our first step was to create partnerships with key government ministries such as the Ministry of Women’s Affairs (MOWA), Public Health (MoPH), and Agriculture, Irrigation, and Livestock (MAIL). The success or failure of NEI's soy nutrition initiative depended on how well soy was accepted by Afghans.
Soy Awareness Campaign
In partnership with government ministries, parliament, universities, commercial organizations, and naan bakers associations, NEI has created a soy nutrition awareness campaign in order to bring soy nutrition awareness to the general public. Today, NEI has a national marketing campaign running on city billboards and four television networks in Afghanistan.
Soy Market Development
Soy health seminars and cooking demonstrations are held in different provinces by the Ministry of Women Affairs. Over 5,000 opinion leaders and 15,000 village women in 22 provinces have been taught about the nutritional benefits of incorporating soy into their diets and into their favorite recipes. After having a live cooking demonstration and tasting, many found that the dishes made with soy tasted better than the dishes that were made with traditional wheat. Today, soy is increasingly being accepted into the Afghan food culture as knowledge of the nutritional benefits of soy continues to reach the general public in Afghanistan.
The Power of Soy Naan
Naan bread is typically made out of wheat flour and is an Afghan staple eaten 3 times daily. Since 2005, NEI has been promoting soy naan made with 10% soy flour and 90% wheat flour blend. This fortification with soy increases the protein content of naan by more than 80%. In addition to its nutritional benefits, soy helps to keep naan fresher, longer. Soy naan is a tremendous vehicle to increase awareness and to bring the goodness of soy to Afghans. In additional to households, many naan bakeries have adopted soy naan for its nutritional and longer shelf life benefits. NEI is also promoting nationwide 14 other soy recipes such as soy quorma (stew), soy palaw (rice), and soy halva (dessert).
