Tkiyet Um Ali launches campaign on impact of nutritional poverty on children

Tkiyet Um Ali today launched a new awareness campaign titled "Nutritional Poverty Holds Back Their Growth", highlighting the impact of nutritional poverty on children's health, development, and ability to learn, while calling for greater efforts to ensure children have access to healthy and balanced diets that support their physical and cognitive growth.

Many children living in vulnerable households face challenges in accessing sufficient and diverse food, affecting their health, concentration, and academic performance. Deficiencies in essential nutrients, particularly iron, are among the most significant consequences of nutritional poverty, increasing the risk of anaemia and negatively affecting children's growth and cognitive development.

According to the 2023 Jordan Population and Family Health Survey, nearly one third of children in Jordan, 32 percent, suffer from anaemia, while 8 percent experience stunting or wasting, both key indicators of malnutrition and inadequate intake of essential nutrients needed for healthy growth.

The campaign builds on Tkiyet Um Ali's 2014 "Bread and Tea" campaign, which shed light on the reality faced by children whose diets lack the diversity and nutritional value required for healthy development. The new campaign emphasizes that nutritional poverty extends beyond hunger, affecting children's health, growth, learning outcomes, and future potential.

As part of its efforts to reduce nutritional poverty and strengthen sustainable food security, Tkiyet Um Ali continues to support approximately 20,000 vulnerable families across Jordan through monthly food assistance programmes, food parcels, and meal distributions. The organization also launched its School Feeding Programme in November 2025.

The School Feeding Programme targets students in underserved public schools in the governorates of Balqa, Jerash, and Karak by providing daily natural date bars to children attending schools that are not covered by regular food support programmes. Rich in fibre and natural energy, the date bars help support students' health and improve their ability to focus throughout the school day.

Commenting on the campaign, Tkiyet Um Ali Director General Samer Balkar said:

"Nutritional poverty has a direct impact on children's health, learning, and development. When children do not receive the essential nutrients their bodies need, they become more vulnerable to health conditions such as anaemia, which can affect their energy levels, concentration, and academic performance. Investing in school feeding programmes is one practical solution that helps children learn, grow, and build a better future."

He added:

"At Tkiyet Um Ali, we believe that access to nutritious food is not a luxury but a fundamental necessity for every child's growth and development. Through this campaign, we aim to raise awareness of this issue and mobilize greater support to ensure that the most vulnerable children have access to food that supports both their health and educational outcomes."

Alongside the campaign launch, Tkiyet Um Ali has introduced a community giving initiative that enables individuals to donate one date bar for every participating date bar product purchased. Based on a "Buy One, Donate One" model, each purchase automatically provides an additional date bar to a child enrolled in the School Feeding Programme.

The initiative will help expand the programme's reach to more children while encouraging community participation in addressing nutritional poverty and its impact on children's health and education.

Tkiyet Um Ali invites individuals, companies, and institutions to support the School Feeding Programme and participate in the campaign through its official donation channels, helping provide nutritious food to children who need it most.