Creagri Inc and Connell Brothers Sign an Agreement to Bring Hidrox® to Asia-Pacific
January 18, 2013 —
Olive-derived ingredient aims to reduce inflammation, now available to Connell Brothers’ customers in Malaysia and Singapore
SAN FRANCISCO – Jan. 18, 2013 – CreAgri, Inc., a leader in the development and marketing of novel, science -based and clinically validated nutritional bio-actives, announced today a new distribution agreement with Connell Brothers to distribute HIDROX®, a patented ingredient derived from olive polyphenols. Connell Brothers is the specialty chemicals and food ingredients division of privately-held Wilbur-Ellis Company, with operations in 17 countries across Asia-Pacific. The companies will begin to introduce health conscious consumers across Southeast Asia to the virtues of HIDROX®, the only formulation of organic hydroxytyrosol with anti-inflammatory efficacy available on the market today.
“The growing markets of Southeast Asia, China and Australasia are important for CreAgri’s business horizon,” declares Roberto Crea, CreAgri’s founder and CEO. “We’ve had a strong presence in Malaysia and nearby regions since 2007 with our line of dietary supplements. Now, with Connell Brothers’ distribution resources and knowledge of the local food ingredient market in Southeast Asia, we’re making a push for HIDROX® that opens a new frontier for our novel food ingredient and other natural products of California’s olive industry. At the end of the day, the California-made product is a genuine technological innovation.”
HIDROX®, a zero-waste process-derived ingredient, is the first ingredient to extract value from its biomass that until a few years ago was thought to have no market value.
“The discovery of how to derive large quantities of olive polyphenols from olive oil milling water represents a revolution for both the olive oil industry, and for the food and nutraceutical industries which can now access a unique ingredient with scientifically proven efficacy in many areas of health and wellness,” adds Crea.
“We are honored to be chosen to represent CreAgri who is the pioneer in the invention and commercialization of HIDROX®,” said Peter Kam, regional food director, Connell Brothers. “Our customers are always looking for ingredients that provide health and nutritional benefits, so we are thrilled to be able to bring this new ingredient to the Southeast Asia market.”
Connell Brothers is well positioned in Asia-Pacific to leverage the value of HIDROX® with its customers in the region, starting with Malaysia and Singapore.