Both the capital of Belgium and the seat of the EU Parliament, Brussels has a long history of supporting botanicals with nutritional functionality supported by science, says Unigen.

The Korean-owned company has been accelerating its growth strategy by investing heavily in its human capital and launching ingredients all various channels. But in Europe, some pieces of legislation are in the works that could have an effect on the market for its products, if due consideration is not given to botanicals as a category.

Being close to the rule-making hub could give the company a chance for a hand in aiding harmonisation. It may also prove useful to be in the vicinity of experts when it comes to regulatory approvals for products.

The office will provide European customers with technical, marketing, sales and regulatory help.

With its US base in Lacey, Washington, Unigen studies plant extracts at the gene level in order to gain an understanding as to how they affect gene expression.

The company is dedicated to the discovery of botanically derived therapeutic compounds for use in nutraceutical, functional food, cosmeceutical and pharmaceutical products.

The initiative in Europe is part of the company's plan to export the fruits of this research and development. It has been present in the market via a distribution partners for several years.

But Unigen vice president of sales and marketing Doug Lynch called the Brussels move "the first step of a major initiative in Europe by Unigen. We are intent on replicating our successes that we have had in Asia and North America."

Accordingly, the company has been setting the foundations by going through the lengthy novel foods regulatory process in Europe. The company said it will target Europe because of its large population and unified regulations under the European Union.

The new health claims regulation came into force in Europe this year, but full interpretation of the text is still being hammered out - as are the lists of well-established claims to be prepared by member states.

The European Botanical Forum has criticised the legislation since it calls for scientific evidence to back up health claim proposals, but makes no reference to botanicals, which often have a very long history of safe traditional use.

The fear is that this category of products could be left out in the cold by the regulation.

Moreover, Patrick Coppens of Brussels-based European Advisory Service said last month that, although the botanicals segment is attracting interest across Europe, placing products on the market can be difficult for businesses because of a lack of harmonisation and differing rules between member states.

Coppens said: "There are no European harmonised rules, there are national rules that apply and some member states have very specific rules. There are some products that may be considered as a medicinal product in one member state and may be a food supplement in another."

However the botanicals industry scored a victory in harmonisation this week

Maximum levels for vitamins and minerals are being devised, under the 2002 supplements directive and the 2006 fortified foods directive.

Botanicals are excluded from these lists, but the EBF this year proposed a safety assessment model for botanicals which it hopes EFSA will use.

This model aims to give a scientific basis for the use of botanicals in food supplements and to give industry, researchers and legislators guidance on the need for safety evaluation and claims substantiation.

The company indicated to NutraIngredients-USA last year that it would be rolling out various new measures and announcements as part of its owner's 100-year business plan.

The company's founder in Korea, Bill Lee, is behind the 100-year plan for the Econet companies of which Unigen forms a part.