Frutarom markets more than 30,000 products to more than 14,000 customers in 130 countries, and is building another plant in Israel.
By Avigayil Kadesh In a couple of years, Israel’s multinational Frutarom company will complete its latest facility, a $30 million plant in the Galilee to develop and produce a range of natural flavors and extracts for food, beverage and health products worldwide. “We plan to set up a state-of-the-art R&D center and application center to focus on developing new flavors — most of them natural,” says Ari Rosenthal, Frutarom’s general manager for Israel and emerging markets. “In the application center, our customers will work together with us on formulating the specific flavor profile for their product — let’s say, a new strawberry yogurt.” This new expansion comes as Frutarom is celebrating its 80th anniversary. The company was founded in Haifa in 1933 in order to cultivate aromatic plants and flowers and extract flavors and essential oils. It is now among the 10 leading companies in the world in the field of flavors and fine ingredients for the food, beverage, pharmaceutical, nutraceutical and cosmetics industries. This 1940 photo is from Frutarom’s archives
This 1940 photo is from Frutarom’s archives
“We decided to invest in Israel rather than any other place in the world, because we are a global company but we are proud of being an Israeli company and it is important to us to invest here and support the country in terms of employment,” says Rosenthal. About 70 percent of Frutarom’s products are now natural, meaning they are free of ingredients whose names customers don’t understand and don’t trust to be healthful. “Regulations tell you what you can’t use. The customers tell you what they need, and most of them need more ‘clean label’ ingredients that are healthier,” says Rosenthal. The 80-year-old company markets more than 30,000 products
to more than 14,000 customers in 130 countries
The 80-year-old company markets more than 30,000 products