In Vietnam, FHI 360's Alive & Thrive project, funded by the Bill & Melinda Gates Foundation, has launched an innovative social franchise model – Mat Troi Be Tho – to provide high-quality nutrition consultation services. The franchise has been exceptionally effective in Vietnam where high malnutrition rates persist. The Mat Troi Be Tho brand signifies professional, trustworthy and high-quality services in a welcoming and child-friendly environment.

This is the first time that social franchise principles have been applied to infant and young child feeding counseling services. Counseling focuses on recommended feeding practices to optimize child growth and development in the first 2 years of life. Nearly 800 franchises have been set up in government health facilities throughout Vietnam.

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