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Frutarom Now in the Top Five Suppliers of Natural Colors

Once Again Nut ButterNOW Private Label

Israel-based Frutarom has become one of the top five suppliers of natural colors worldwide following its acquisition of several natural colors companies, and major investments in building fully integrated, safe and controlled supply chains. The company stated it has experienced double-digit growth annually in the natural colorants segment.

“Frutarom has taken full control of the supply chain through reverse integration in order to ensure safe, natural colorants with complete traceability,” said Ori Yehudai, president and CEO of Frutarom. “Placing the customer at the focal point of our business allowed us to effect true change in how the company engages with partners and farmers, while maintaining complete transparency.”

Frutarom initiated dozens of agriculture collaborations with local farmers in multiple locations and countries to ensure the supply of continuous and sustainable natural sourcing of pigments and food colorings. In addition, the company has increased the technical competencies for its already expansive extract capabilities. Frutarom-owned facilities located near the farms—this is how the company ensures transparency and traceability from the farm to the final product, as well reducing environmental impacts and ensuring responsible sourcing to customers. The company stated it can assure secure supply, meet volume demands, safeguard product quality, and provide seamless service at every juncture.

“This strategic move to become a major player in natural colors globally took only three years but we put immense efforts and investments to do it right, and beneficial to the local farmers and our employees,” noted Yehudai.

Frutarom recently opened a natural color formulations center at its Etol plant in Celje, Slovenia, to provide its European customers full, customized service. The center will help clients with natural colors application, creating natural flavor combinations, and utilization of its advanced beverage compound technologies for creating innovative, sustainable food and beverage products with an eye on the competitive edge. Frutarom invested €5 million in advanced equipment and technology for the new facility.

The new formulation hub will serve 15,000 Frutarom’s customers in Europe—approximately 50 percent of the company’s global customers. The Etol facility provides extensive expertise in flavors and formulation development. Frutarom acquired the 90-year-old company in 2012.

“Etol has a solid reputation of successful cooperation with food and beverage customers in creating new flavor solutions,” said Yehudai. “Frutarom Etol is expanding its offerings to include a full range of natural colors manufactured with advanced technologies. Natural colors are much more challenging than synthetic colors in terms of their sensitivity, and if not incorporated correctly can be less stable in food and beverage applications.”

For more information, visit www.frutaromnatural.com.


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