NutraCea takes rice bran into Australasia
in the Australia and New Zealand functional food market, signing a
distribution agreement for its ingredients with Med-Chem.
The US-based company is a leader in stabilised rice bran, a naturally rich source of vitamins, minerals, and antioxidants that is normally discarded during rice processing.
Part of its aim is to initiate feeding programmes and enable the use of its technology by rice processors in developing countries so that local populations have access to the nutrition source. But expanding use in mainstream foods in developed countries, naturally great source of revenue - is clearly on its radar too.
It is expected that the Med-Chem agreement will prove a beneficial to NutraCea's worldwide growth strategy, since it has strong relationships with major food suppliers active in the region, including Masterfoods, Nestle and Frito-Lay.
Med-Chem, too, is positive about its association with NutraCea. Med-Chem business development manager Neshar Mohammed he expects it to "add value to [the company's] core health and wellness strategy that is targeted towards the food and nutraceutical markets in Australia and New Zealand".
Indeed NutraCea's offering will be in good company, in a health-oriented portfolio that also features flaxseed and lignans from Pizzey's milling, nutrient premixes from Fortitech, beta glucan from Cevena, and probiotic from Relax.