Firmenich expands presence in California
10 May 2018 --- Firmenich has expanded its footprint in California, US, to offer its customers tailored taste and nutrition solutions, including a unique range of organic offerings.
Building on the company's longstanding manufacturing presence in California, Firmenich now offers enhanced creation and innovation capabilities with new product development services to customers on the West Coast of the US Delivering rapid prototyping for high speed-to-market, this innovation hub is supported by dedicated labs and pilot plant facilities.
“Staying at the forefront of creativity and innovation is paramount for us to be the Taste and Nutrition innovation partner of choice, with unique natural solutions,” says Chris Perkins, VP of Flavors for the Americas. “Following our recent acquisition of Natural Flavors, a pioneer in organic-certified flavors, this is the next step on our innovation journey to shape the future of natural food and beverage solutions.”
Firmenich has also appointed Karl Witton, to lead its West Coast business. Witton was previously in charge of the company’s Savory business in North America. “Karl is an entrepreneurial leader, dedicated to expanding our partnerships with businesses in this high-paced growth market,” adds Perkins.
“Some of the most critical advancements in the food and beverage industry are happening here in the West Coast, led by some of the world’s most forward-thinking companies,” says Witton. “With our specialized team, we are dedicated to shaping the future with them. From food technologists and flavorists to marketing and sales experts, we offer cutting-edge services, well beyond flavor creation,” he notes.
Karl Witton, VP Firmenich West Coast told FoodIngredientsFirst: “In today’s fast-paced, technology-driven society, consumers are challenged to increase energy and productivity, reduce stress and improve sleep, and are becoming increasingly aware of the power of nutrition in achieving these goals. Instead of purchasing the grocery store staples that they grew up with, they are seeking out and trying new and innovative food and beverage products with added benefits to improve their overall health and well-being.”
“In general, consumers are very engaged when it comes to nutrition and researching the health benefits of specific ingredients so it’s important to provide an abundance of solutions that cater to their unique needs,” explains Witton. “Also, nutritional products can have some taste challenges and it’s important to deliver a product that still provides the same nutritional value without compromising on taste as this is what is expected from today’s health-conscious consumer.”
“There is definitely an increase in demand for organic ingredients. Consumers who purchase natural products do so for a variety of reasons and providing organic ingredients is one way to meet their needs. This consumer base is certainly on the rise and in response, we recently acquired Natural Flavors, one of the pioneers in organically certified flavors to complement our portfolio of natural flavors,” he says.
By Elizabeth Green
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