Dr. Amalia Scannell

And there's nothing actually, in my opinion, wrong with doing that.

it can be very valuable but what we're actually doing is we're selecting through selecting the seeds and the varieties that grow best in Ireland for climate change already and without interrupting their own genetics because there's lots of worries about biodiversity and environmental issues that might or might not come with that but what we're actually doing is we will fortify the actual product not the grain so that the grain is what the grain is

and the fortification comes later.

But what we're going to do is a lot of products are fortified with vitamins and minerals and iron and things like that.

But one of the things is that, you know, it's like the labelling says, it has X amount of iron.

But the bioavailability of the type that's added isn't always going to allow you to absorb that much iron.

So what we want to do is to make sure that what's on the packet is what we can prove gets absorbed.

Absolutely.

There's a much bigger focus on the whole foods in the European supermarkets.

But what you have to just bear in mind is, you know, these companies are massive.

They're engineering the food products.

Their marketing is huge and budgets are deep and they're really, really, really good at getting us devices.

even when you know the stuff is bad for you, you're reaching for it.

That's how good they are.

And it's very difficult to step back from that when you're in a population where you're constantly exposed on social media, on the radio, all, as you say, in the supermarket, all of that wonderful, bright packaging.

It's very, very hard for people to, you know, be able to.

And then there is the cost factor.

It is cheap for the most part.

There is at the moment, and it's kind of a case of buyer beware, and it's very tricky to manage it.

I think this is a place for policy to step in a little bit.