Natural rosemary antioxidant producer, Vitiva has named Ohad Cohen as its new CEO.
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Cohen was previously VP global sales and marketing at Frutarom. He decided to join Vitiva in order to lead the company to a key position in the nutraceuticals market.
Cohen asked Dr Harold Wiener, a consultant for the nutraceuticals market, to join the senior management in Vitiva.
“Vitiva has an excellent R&D team and together with Dr. Wiener we will be able to lead the company through new challenges in the coming years,” said Mr. Cohen. “Our new strategy includes new joint ventures and acquisitions of nutraceuticals and flavour companies with growth potential. As a proven leader in the production and marketing of natural rosemary extract in Europe, our focus will be in the North American market of natural antioxidants.”
Vitiva has a 70% share of the market for active ingredients of rosemary extracts in Europe.
Rosemary derived natural antioxidants, carnosic acid and rosmarinic acid fight free radicals oxidative damage in foods and expand shelf life of nutraceutical and cosmeceutical products.
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By GlobalData“We intend to increase sales by developing innovative products based on natural rosemary extracts for a variety of food applications,” said Cohen. “Consumers are more conscious about the link between food and health. Our product line can turn processed meat and edible oils into healthier foods without compromising the taste and shelf life by avoiding the use of synthetic petrochemical antioxidants.”
