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Dispatches from Vitafoods Europe 2012

New Frutarom health chief: We can learn from BASF-Cognis “concept selling”

By Shane Starling from Geneva , 11-Jun-2012
Last updated the 15-Jan-2014 at 14:54 GMT

The new chief of Frutarom’s Health Division says the Israeli-Swiss flavours, fragrances and ingredients firm can learn something about ‘concept marketing’ from the many years he spent at former employer, BASF-Cognis.

Marketing ingredients is one thing, but things have evolved beyond that into something altogether more complex if contemporary customer needs are to be met, Holger Riemensperger, the general manager business unit, Health, told us at Vitafoods Europe.

“What we can specifically learn is the concept selling approach,” said Riemensperger. “So not offering just single ingredients, but total concepts, packages for the customer.”

Regional, category expansion

Under his leadership, Frutarom is also focusing on regional expansion into emerging markets like Asia and latin America, while boosting its presence in functional foods and cosmetics.

“Today we are very strong in nutraceuticals but we want to leverage our portfolio also into these adjacent markets. And not least in the portfolio, but not only products, but also into technologies.”

This growth will mostly be fostered internally, he said, but acquisitions were also a possibility especially in emerging markets.

One thing that would remain unchanged about the company, Riemensperger reflected, was its commitment to scientific investigation to back safety and efficacy claims.

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