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PureCircle announced it is significantly expanding its European presence by opening a new European headquarters in London and signing a UK distribution deal with Prinova Europe, building upon the companies’ existing successful distribution relationship in the US. Focusing on the rise in awareness and popularity of stevia in countries such as France, PureCircle is situating itself for growth in application support for stevia products across Europe.
Jordi Ferre, president of PureCircle’s commercial division, said, “PureCircle recognized early on the European Union’s potential for rapid growth, and responded by establishing strong joint ventures with leading sugar producers. We are now pleased to take another important step by establishing PureCircle’s new business entity in the UK. Our direct UK presence will enable us to partner with customers across Europe. Sales, marketing and application support will all be available through the UK operations further demonstrating PureCircle’s industry leading ability to provide solutions to customers throughout product development stages.”