THE OPPORTUNITY In Pakistan, where wheat is a daily staple, an invisible crisis is unfolding. Over 60 million people suffer from inadequate zinc intake, contributing to malnutrition and economic losses of nearly 3% of the country’s GDP. Zinc deficien cy plays a critical role in stunted growth among children, leading to impaired cognitive development that hampers learning abilities and future economic opportunities. It also weakens the immune system, making children more vulnerable to recurrent infections and diarrhea, further compromising their overall health and well-being. Children are particularly vulnerable, with 21% at risk with high proportions in deficiency and nearly 40% of preschoolers experiencing stunted growth due to poor nutrition. Zinc deficiency can be addressed through three key strategies: industrial fortification, where zinc is added to staple foods like wheat and maize flour; supplementation, providing zinc