Kemin Awarded for Rosemary Extract

03/12/07 Kemin Industries’ Food Ingredients division has received the Frost & Sullivan Award for Brand Development Strategy Leadership with its product, FORTIUM in the European rosemary extracts market. The award recognizes the company's ability to best perceive consumer needs and develop marketing strategies.

Kemin is a leading global supplier of superior shelf life solutions to preserve the freshness and enhance the quality of human food. Kemin’s world-class customer service team creates tailor-made formulations and delivers rigorous product development support.

To select the recipient of this award, the Frost & Sullivan analyst team tracked all of the major participants in the industry, paying close attention to their brand development efforts. Natasha Telles, Frost & Sullivan Head Analyst, stated “having understood the competitiveness of the rosemary extract market, Kemin has positioned its FORTIUM brand as a natural antioxidant solution based on rosemary and tocopherols for use in various applications such as meat, fats and oils. Through this brand message the company aims to propel the trend influencing the global shift towards natural ingredients”.

Says KP Phillip, President of Kemin Food Ingredients, “we have been able to develop such a strong brand in large part because of the superior quality of the product.  Kemin uses its own, specifically selected variety of rosemary and a patented extraction process to be able to provide customers with FORTIUM, proven to deliver maximum antioxidant efficacy.”

Rosemary extracts account for one of the fastest growing segments of the natural extracts market. Kemin has taken the advantage of its core competency in marketing to establish a strong position. Harmonized and competitive pricing, efficient backward integration, reduced time to market and expansion into new geographies have all enabled Kemin to establish itself as one of the leaders in the rosemary extracts market in terms of branding and market share.

Continues Natasha Telles, “with its innovative and efficient strategies, Kemin has been able to increase its market share to approximately 8.5 per cent in the European arena in 2007, from less than 5 per cent in 2004. Such high standards of industrial competence are the reason that Kemin is the deserving recipient of the 2007 Frost & Sullivan Award for Brand Development Strategy in the European rosemary extracts market”.