About GIWWA
Welcome to our about page! In this space, you’ll learn about our story, values, and passion that fuels our commitment to serving the community.
Our Story
The Global Initiative for a World Without Anemia (GIWWA) was established in 2014 within Sera Scandia and its subsidiary, Protena, as part of a visionary effort to address the global health crisis of iron deficiency anemia. The story begins in the early 1970s when Ole Bødtker Nielsen, the founder of Sera Scandia, identified the immense potential in using animal by-products to create life-changing nutritional solutions. Initially, Sera Scandia’s focus was on producing blood proteins and serum for industrial and scientific use. However, over the years, it became clear that these same blood products, particularly heme iron, held the key to addressing widespread malnutrition, especially anemia.
By 2014, Stefan Bødtker Michelsen, CEO of Sera Scandia and son of Ole Nielsen, took the initiative to establish GIWWA as a dedicated platform to combat anemia worldwide. Stefan saw firsthand the devastating effects of anemia in developing countries, where low iron intake was crippling the health and development of millions. In these communities, anemia limits educational outcomes, reduces work productivity, and compromises overall well-being.
_edited_edited_edited.jpg)
From the outset, GIWWA was driven by the simple but powerful idea that heme iron, found in animal blood, could be fortified into everyday foods to address iron deficiency. Unlike non-heme iron from plants, heme iron is absorbed much more efficiently by the body—up to 40% more effectively. This breakthrough led to the creation of Provita, a hemoglobin-based product that can be added to staple foods such as bread, cookies, and cereals.
GIWWA began working with local partners in Peru, Guatemala, and other developing regions to develop iron-fortified products that would be both nutritious and affordable. The journey has involved partnerships with research institutions like Aarhus University, Danish Technological Institute, and food producers like Misión Huascarán, all working together to refine recipes, test products, and ensure that the food is culturally acceptable and palatable for local communities.
Over the years, GIWWA has expanded its reach and strengthened its partnerships with global NGOs, governments, and food companies. This collaboration has allowed GIWWA to scale its operations, bringing iron-fortified products to more people, helping break the cycle of malnutrition, and supporting cognitive and physical development in children and adults alike.
Our Mission
We exist to eradicate iron deficiency anemia by delivering sustainable, innovative, and accessible iron-fortified food products to communities where iron intake is critically low.
We aim to provide comprehensive solutions to combat anemia, focusing on both the nutritional aspect and the awareness and education needed to address this silent epidemic.