Chr. Hansen Natural Colors partners with Barentz for African distribution

17 Feb 2021 --- Chr. Hansen Natural Colors has appointed Barentz as its strategic partner to distribute its natural color portfolio in South Africa and Zimbabwe. 

“The use of natural colors over artificial colors is gaining momentum in Southern Africa, where F&B manufactures are being encouraged by a savvier consumer to include these safe, natural ingredients in their product ranges,” Colleen Ferrao and Mark Ferrao, managing partners at Barentz SK Chemtrade, tell FoodIngredientsFirst. 

“A product that looks good on the shelf is no longer enough for conscious consumers. Their buying behavior is now influenced by whether the origin of the color is from a safe and natural source,” they comment. 

Natural colors gain traction in Africa
According to Mark Ferrao, market leaders in the F&B industry in Southern Africa have taken the lead and switched from synthetic to natural colors, therefore satisfying the consumer need while also demanding a slightly higher price for these products. 

“Natural and clean label solutions will be at the forefront of our offerings, and in time, we will add specific ingredients from Africa accordingly,” adds Colleen Ferrao. 

“We’re excited with this new opportunity to give our growing customer base in South Africa and Zimbabwe access to the market’s leading and innovative product portfolio,” says Gökhan Oran, global vice president for human nutrition at Barentz. 

A vibrant color portfolio
The appointment is an extension of a partnership between the two companies. It gives Barentz’ customers in South Africa and Zimbabwe access to the most extensive and most vibrant color portfolio in human nutrition, with applications for beverages, confectionery, dairy-based or other prepared foods. 

The use of natural colors over artificial colors is gaining momentum in Southern Africa, says Barentz.Covering natural colors and fruit and vegetable concentrates, the portfolio offers more than 600 unique products, including product ranges as FruitMax, CapColors and iColors. 

“Partnering with Barentz in South Africa and Zimbabwe is a great outcome. Their breadth of market knowledge spanning almost 40 years, coupled with a team technically trained on value-added ingredients, will perfectly complement our natural color portfolio,” adds Adam Dundas, global head of customer, sales and distribution at Chr. Hansen Natural Colors.

Expanding African presence
In August 2019, Barentz strengthened its presence in Southern Africa by entering a joint venture (JV) with SK Chemtrade Services, a functional ingredients and product development supplier to F&B manufacturers in South Africa and neighboring countries. 

SK Chemtrade has fully staffed offices, development centers and warehouses in Johannesburg and Cape Town, (South Africa) and Harare, (Zimbabwe). 

The JV allowed Chr. Hansen quicker access to the market, technical expertise, and application specialists through SK Chemtrade to service their global customers who have offices in South Africa and Zimbabwe. 

“Driving innovative, functional and value-added solutions in a demanding health-conscious environment is what our clientele have come to expect from Barentz. These are the synergistic values SK Chemtrade has come to be known in the Southern African market,” adds Mark Ferrao. 

By Elizabeth Green