Frutarom, in accordance with its growth strategy of expanding its business in high-growth emerging markets, announced its new center for research and development, innovation, laboratories, sales and marketing and production in Johannesburg, South Africa. As an emerging market with an income level comparable to India, Africa offers lucrative opportunities for companies to reach a burgeoning middle class, while expanding its product portfolio.
This new center will allow Frutarom to provide its customers with development advancements and efficient production methods, while also providing support and solutions in the areas of sweet flavors and savory taste.
“Frutarom sees Africa as being a major growth engine for its activity. We intend to leverage our development and production capabilities in South Africa for the local South African market and also as a regional innovation center for the entire continent," said Ori Yehudai, CEO and president of Frutarom.