Fortitech, AB Mauri team to grow African market
January 11, 2008
by FoodBusinessNews.net Staff
SCHENECTADY, N.Y. — Fortitech, Inc., a company that develops custom nutrient premixes, has announced it is increasing its focus on the functional food and beverage market in Africa.
To this end, the company has appointed AB Mauri, an operating division of Associated British Foods P.L.C., as the distributor to some African countries.
"Combining AB Mauri’s vast experience within the African marketplace with our expertise and capabilities in the field of nutrient premixes will enable us to grow our business exponentially," said Martin Austin, managing director/general manager of Fortitech Europe ApS. "We are looking forward to developing our presence in this dynamic and growing marketplace and delivering a superior level of customer service as the consumer demand for fortified products continues to increase."
Fortitech will focus on increasing fortification awareness and identifying new business potential in the region. The company also will co-exhibit with AB Mauri at the Food Ingredients Africa trade show this month.
"AB Mauri is very excited to have Fortitech on board as this collaboration strengthens our product base to our customers in the nutritional and analytical business, which is part of their South African office," said Lizel Schwartz, a business manager for AB Mauri South Africa. "Coupled with our state-of-the-art nutritional analysis facility, George Weston Technologies in Australia and with Fortitech’s expert knowledge in the nutrition industry, we can grow our businesses together to new heights."