Mat Troi Be Tho
Country of Operation
Target income level
- Bottom 20%
- Lower-middle income (20-40%)
- Middle-income (40-60%)
- Higher middle-income (60-80%)
- High-income (80-100%)
- Maternal, newborn and child health
SummaryAs part of the Alive & Thrive Initiative,Mat Troi Be Tho,a Vietnamese social franchise in rural commune health centers and urban health facilities, provides group classes and one-on-one lactation and nutrition counseling by skilled providers to improve infant & young child feeding practices.
Vietnam has experienced significant economic growth in the last decade, yet child malnutrition persists. To combat this, Alive & Thrive is a six-year (2009-2014) initiative to improve infant and young child feeding (IYCF) practices by increasing rates of exclusive breastfeeding and improving complementary feeding practices. The Mat Troi Be Tho franchise component aims to expand IYCF counseling services in Vietnam and gain sufficient brand recognition over time so that pregnant women and mothers view them as desirable and essential.
Key program components
This is the first time that a social franchise model has been applied to IYCF counseling. After piloting clinics in government-owned health facilities, Mat Troi Be Tho expanded to private clinics in both rural commune health centers and urban health facilities throughout Vietnam. A fee for service is establisehd by provinces dependent on the level of facility being operated.
Good quality IYCF counseling services are provided during 9-15 contacts over 27 months throughout the third trimester of pregnancy and the first two years of life. These primarily include breastfeeding and complementary feeding promotion, support, and management. To generate demand for these services, information is disseminated to mass media, village health workers, nutrition collaborators, and women's unions. Counseling is also available via phone and online at Mat Troi Be Tho's official website.
The Alive & Thrive project will conduct impact evaluations of the franchise model's success, which will be determined by:
- Doubling of exclusive breastfeeding rate, improved quality and quantity of complementary foods, and 2 percent reduction in stunting per year
- Widespread recognition of quality brand
- Consumer willingness to pay fee
- Scale up and sustainability in Vietnam
- Diffusion of lessons learned
- Replication in other countries
Revenue Sources: Out of pocket payments
With only 500 days remaining for the Millennium Development Goals, there is much excitement for the progresses in maternal, newborn, and
- Alive & Thrive InitiativeNot-for-profit