The organic trend has made major inroads into the food and beverage market in the US, as well as in key European markets such as the UK. The indications are that supplement users are seeking organic versions of these products too. This creates opportunities for manufacturers to differentiate their products along organic lines - and for ingredient suppliers who have organic certification in place. In addition to launching the new organic ingredient, Valensa has said is in the process of expanding its organic harvest areas in Florida. It is also adding more capacity to its organic certified manufacturing facility in Eustis, Florida. Company executives were not immediately available to comment on the scale of the harvest increase, or the balance between organic and regular products within its product portfolio. But it has hinted that it will be bringing more certified organic ingredients to the market for use in nutraceuticals and functional foods in the coming months. Besides USPlus, Valensa's existing branded products include Zanthin astaxanthin complex, its recently launched Tresalbio Salvia hispanica seed (chia seed) extract, and Valerex valerian root extract. Valensa's organic facilities and ingredients are certified by the International Federation of Organic Agriculture Movements and the USDA's National Organic Program. The company says industry analysts give the annual growth rate of organic nutritional supplements as 25 per cent. It did not cite the source of this figure. But president Rudi Moerck said: "There is clear evidence in the market today that consumers want and are willing to pay for high-quality certified organic products." In its company ethos, Valensa places considerable emphasis on sourcing and manufacturing practices, as well as a strong scientific basis. The company says it "vigorously supports sustainable harvesting practices and manufacturing technologies that are environmentally sound." For its saw palmetto formula, Valensa launched in October 2007 a brochure for use by its customers, to help them promote the benefits of USPlus. Valensa says this document not only explains the health benefits for men, but also details its commitment to saw palmetto quality.