Exploring socio-cultural aspects of the food environment: Study perspectives from Pakistan

We explored the personal food environment through the consumption of biofortified and non-biofortified wheat flour provided as part of a community-based intervention study in rural Pakistan. Participants reported that the taste, kneading qualities and digestibility of the flour provided to participants were important factors affecting its desirability and their willingness to engage in the study. Fears that consumption of the flour might negatively affect fertility were alleviated through effective engagement with village elders. The results clearly illustrate the importance of cultural context when considering data-collection approaches. This study offers novel insights into the views and perspectives of community members. There was no evidence of negative views towards biofortified flour, provided it remains affordable.