Food fortification is widely recognized as a cost-effective strategy for addressing micronutrient malnutrition at scale. It is particularly applicable when considering the potential role of wheat flour in addressing this health epidemic. The Strengthening African Processors of Fortified Foods Project (SAPFF) seeks to increase the range and availability of fortified foods by enhancing the capacity of food processors, including wheat flour millers, to meet national food fortification standards. Working with select food vehicles, the project has been implemented in Nigeria, Kenya, and Tanzania. SAPFF has two critical components: 1) strengthening the ability of food processors to comply with food fortification standards; and 2) strengthening the food fortification-enabling environment. In addition to the initial assumption by SAPFF that gaps in technical know-how were critical barriers to fortification, the theory of change has evolved to focus on behavior changes within targeted food companies. To most effectively utilize resources while maximizing impact, SAPFF has identified market share, compliance, and attitude as key determinants of potential impact and ease of engagement and focused its efforts accordingly. The project continues to support th ability of processors to fortify food products through tools such as sector-wide training, a matching grants fund, and CEO forums, but with a renewed understanding of how these tools also build commitment. SAPFF remains committed to adaptive management, incorporating lessons learned into program implementation in real time and developing insights to support future fortification programs targeting industry players.