Dispatches from FIE

Provexis enjoys fruits of health claims victory

Provexis chief executive officer, Stephen Moon tells Shane Starling why becoming the first company to achieve an article 13.5 proprietary health claim has been such a boon to his company.

Moon relates how its share price jumped ten-fold days after the European Food Safety Authority opinion was issued in May, despite the fact that final wording for the blood circulation-benefitting claim is yet to be finalised by the European Comission.

The approval also helped the company win substantial capital investment and a seat at the R&D tables of some of the biggest food and beverage companies in the business.

Moon also explains the company´s scientific approach that won the approval for its Fruitflow tomato extract when many bigger and better funded companies failed.

Provexis will share their insights at the NutraIngredients Health Claims 2010 conference to be held in Brussels on 10th December. In addition, ERNA and the likes of Danone and Unilever will discuss the regulation. For more information and to register, please click here .