Fortitech entering African market

January 11, 2008

Fortitech, Inc., a processor of custom nutrient premixes for the food, beverage and pharmaceutical industries, is increasing its focus on the emerging functional food and beverage market in Africa. The company has appointed AB Mauri, a new operating division of Associated British Foods plc (ABF), as distributor to a number of African countries. The arrangement is an ideal fit for Fortitech, due to AB Mauri's geographic coverage and knowledge of the African market.

"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 businesses 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.”

As the second-largest and second-most populous continent on the planet, Fortitech will be focusing on increasing fortification awareness and identifying new business potential throughout this region. Additionally, Fortitech will be co-exhibiting with AB Mauri at the all-new Food ingredients (Fi) Africa trade show in January 2008. The first and only event of its kind in the entire continent, Fi Africa will bring together food ingredient manufacturers, suppliers and developers from all reaches of the world.