Geni Herbs shifts strategy with Stauber
distribution of ayurvedic botanicals to Stauber Performance
Ingredients in an exclusive partnership, which will allow it to
focus on research.
The Indiana-based manufacturer supplies botanical ingredients from the ayurvedic tradition and researches botanical extract blends, such as patented flagship pomegranate extract Pomella. The company hints business is going well and expansions are in sight, but would not reveal details.
By outsourcing marketing and distribution of its generic ingredients, Geni Herbs is channeling its efforts into research and development of traditional plants marketing to the supplement industry.
"This will allow us to focus more on our branded ingredients," Geni Herbs marketing coordinator Blake Ebersole told NutraIngredients-USA.com.
The company has conducted research on key ingredients - such as Pomella and branded anti-inflammatory promoting botanical extract blend Wokvel - in-house along with taking charge of marketing and distribution.
Geni Herbs expects that giving Stauber exclusive distribution of its generic ingredients in the US will enhance its nationwide distribution channels in order to more extensively promote its portfolio for use in dietary supplements and functional foods.
Although the manufacturer's deal with Stauber is for the US only, it fits into the company's expansion plan for focusing research in-house while contracting distribution and marketing to an outside source.
"Geni Herbs is involved in the research aspect of botanical ingredients and is looking to expand globally and that's why we are with Stauber," said Ebersole, who emphasized his company's appreciation for Stauber's service and capacity.
The company is looking to expand into Asia and Europe and while Ebersole said the company will be making announcements to this effect shortly, he would not elaborate.
Based in California, Stauber supplies ingredients to FMC Biopolymers, Roche Vitamins, Ajinomoto, Tomita Pharmaceutical, Takehara and Cyanotech among others.
