ABSTRACT
Bread is staple food and also sacral food item in the Egyptian diet. Any Change in its content or characteristics may be a very sensitive issue. Therefore consumer perceptions toward fortification of baladi bread with iron must be carefully taken into consideration. Consumer perceptions regarding anemia and fortification were investigated using focus group discussion technique. Eleven focus groups were conducted in Fayoum among different target groups [university students "males, females and mixed", physicians, nurses, teachers "males and females" NGO's leaders, illiterate housewives and consumer protection committee]. The discussion included, their perceptions towards nutritional disorders, priority of iron deficiency anemia and its impact on health, methods of prevention and flour fortification with iron alone versus iron plus vitamins and mineral. The main results of the discussion were as follows: Some consumers believed that anemia doesn't affect more than l0%of the population while others thought that around 70% of the population mainly the poor or rural residents are affected.-The impact of anemia on health varies according to the gender of consumer target groups female consumers stressed the importance of its impact an beauty while male consumers stressed the importance of its impact on power and reproduction. The majority of the target groups supported flour fortification with iron as a cheap and easily administered method for prevention of iron deficiency anemia. Nevertheless this support was given with some suspicion toward iron [perceived as a chemical product added to their sacred bread]. The main perceptions varied from suspect of harmful effects on health, suspected changes in loaf characteristics, or suspicions toward the efficacy of quality assurance techniques. Almost the consumers refuse to give a new name to the fortified bread but they did prefer the use of iron plus vitamins and minerals. The consumers appreciated that the government has taken their views and perceptions into consideration