Major distribution deal for CreAgri's Hidrox

By Jess Halliday

- Last updated on GMT

Related tags Dsm nutritional products Vitamin c Nutrition Nitrogen Dsm

CreAgri's olive-derived Hidrox hydroxytyrosol formulation receives
a distribution boost with the signing of a new agreement with DSM
Nutritional Products.

Hidrox is produced from the waste-water that results from organic olive oil production. An antioxidant compound registering an ORAC value of 27,000, it offers remarkably high free radical protection.

As well as helping to reduce oxidative stress and anti-microbial activity, it has also been seen to be beneficial in joint health, cardiovascular wellness and maintaining immune system balance.

CreAgri founder and CEO Dr Roberto Crea said: "DSM is a perfect organization to take HIDROX to its fullest potential in the nutrition field."

DSM Nutritional Products will take over the distribution of Hidrox as an ingredient in supplements, foods, pet foods and animal feed as of May 1. Dr Krijin Rietveld, head of new business development and senior VP of DSM Nutritional Products, called the new venture an "important step"​ in the company's strategic direction.

Born out of the 2003 acquisition of Roche Vitamins, DSM Nutritional Products has been steadily reducing its reliance on vitamin production (a mature market that is subject to much price pressure) in favour of new nutrients that have solid science behind them.

Other ingredients in its portfolio include TeaVigo green tea extract and Bonistein high-purity genistein. Operating profits for the division were $252 million in full year 2005, up 25 per cent on 2004, and sales were $1.95 billion.

Dr Crea drew attention to the environmentally-friendly origin of the formulation, and that it is compatible with sustainable agriculture methods - aspects which add to its fit with DSM's environmental policy. The group has already achieved a number of targets to reduce the environmental impact of its operations, and last year set new goals for 2010.

Last month it pledged to reduce emissions of sulfur dioxide and nitrogen oxide at its plants by 75 and 20 per cent respectively.

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