Teterboro, New Jersey, November 18, 2008 – Symrise Flavors announced the opening of the Symrise Citrus Showroom, described by Emmanuel Laroche, Symrise’s Vice President, Marketing Services & Sensory Consumer Science, North America as “a study in good taste”.
Mr. Laroche reported that the Symrise Citrus Showroom, located at Symrise’s North American Flavor Headquarters in Teterboro, New Jersey, welcomed customers to the opening, giving them a first-hand preview of the kind of events that will be held in the new setting. “Customers were enthusiastic about sampling new citrus drinks and enjoying a menu of aromatic citrus dishes. They participated in mini workshops where they were able to create their own signature flavors,” Mr. Laroche said.
“In Germany, Brazil and Singapore, and now in New Jersey, we are showcasing Symrise’s citrus capabilities in Citrus Showrooms, underscoring the idea that market penetration varies a lot from one region to another,” stated Andrew T. Blum, Symrise’s Director, North American Citrus.
Mr. Blum further explained that local and regional trends are considered when planning global citrus flavor strategies, with national activities tailored to specific, targeted markets. “Our global citrus expertise allows for an advantage over companies vying for a share of the citrus flavor business, which accounts for approximately 20% of the worldwide flavor business and 55% of the flavors for the global beverage market.”
Symrise’s Global Citrus Center in Sorocaba, Brazil: exceptional citrus flavor materials
In concert with the opening of the Teterboro, New Jersey Citrus Showroom is the newly launched Global Citrus Center in Sorocaba, Brazil, a strategic location near important citrus cultivation areas. The center employs advanced processing technology.
“Starting out with quality raw materials, and using quality process and manufacturing technologies, we can be sure that we are providing consistently high quality final products,” said Mr. Laroche.
Naturally Citrus!, Symrise’s master brand that bundles the worldwide citrus business
To convey the span and depth of Symrise’s commitment to citrus, Symrise brands their citrus effort as “Naturally Citrus!”, a platform that uniquely identifies the company’s citrus strengths through three distinctive pillars. These are: “Uniquely Yours”, which describes the range of available Symrise citrus flavors that result in one-of-a-kind creations with unmistakable flavor profiles and “Freshly Made”, the second pillar, referring to high quality product processing and manufacturing that takes place near areas where natural materials are sourced. Finally, the third pillar, “Proven Stability” underscores authenticity, also emphasizing how Symrise supports its citrus expertise with technical prowess such as encapsulation and the company’s MC oils.
More customer events in the works
“Customer events to be held at our Citrus Showroom are in the planning stages right now. We are eager to communicate what Naturally Citrus! brings to the North American market,” concluded Mr. Laroche.
Symrise is a global supplier of fragrances, flavorings and raw materials and active ingredients for the perfume, cosmetics and food industry.
Its sales of €1.27 billion in 2007 place the company among the top four in the international flavors and fragrances market. Headquartered in Holzminden, Germany, Symrise is represented in more than 30 countries in Europe, Asia, the United States and South America.
With more than 40 first patent applications per year, Symrise is one of the most innovative manufacturers on the market. Used by manufacturers of perfumes, cosmetics and foods, our products are an inseparable part of daily life. At Symrise we combine an awareness of consumer trends with cutting-edge technologies, focusing on innovative fashion and lifestyle products that have additional practical value for the consumer. Symrise – always inspiring more.