Direct-selling giant Amway has launched global effort to fight childhood malnutrition targeting the critical first 5 years of life.
The Nutrilite Power of 5 Campaign organizes efforts to deliver the essential daily nutrients contained in the company’s Little Bits supplement to support the healthy growth and development of children aged between six months and five years old.
“Our goal is to expand Nutrilite Little Bits supplement to a total of 17 countries by 2016,” said Steve Van Andel, chairman of Amway. “We want to help more children reach their fifth birthday and get a healthier start in life. The Nutrilite Power of 5 Campaign brings powerful resources together to address a critical malnutrition situation and we are very pleased to be part of the worldwide solution.”
According to the World Health Organization (WHO), roughly seven million children under the age of five die each year from preventable causes and malnutrition is the underlying cause of 45% of these deaths. Their young brains and bodies do not develop properly and the effects of this early deprivation are lasting.
“The development of Little Bits supplement and the Nutrilite Power of 5 Campaign will have a huge impact on the lives of malnourished children around the world,” said Liz McLaughlin, associate vice president for institutional fundraising & partnerships for CARE, a leading humanitarian organization fighting global poverty.
Michigan-based Amway and Nutrilite are already working with the CARE organization and local humanitarian organizations to provide Nutrilite Little Bits supplements to nearly 3,000 children in Mexico and Zambia.