“Our target is to maintain and enhance our leading position in the astaxanthin European market by providing ingredients of the highest quality and purity,” said Efrat Kat, Marketing Manager at Algatechnologies. “We continue to employ strictly controlled manufacturing operations and quality-assurance controls in our facilities. We will constantly increase our distribution network in Europe, as it is a major market for astaxanthin as demonstrated by a growth rate in double-digits over the last few years" The market size of astaxanthin for human use is currently valued to be between €14million and €19million; it is forecast to experience significant growth over the next few years, driven by the increase in awareness of its health benefits. Algatechnologies, a supplier of natural astaxanthin produced from Haematococcus pluvialis microalgae is located in Israel's Arava desert – an ideal location for algae cultivation due to the stable climate conditions in the area and year-round high light intensities. “Producing the microalgae in a closed system and using sunlight as the energy source, allows us to offer an extremely pure product with the highest astaxanthin level. Our products are pesticide-free and allergen-free, and offered at competitive prices," added Efrat Kat. The company employs high pressure Super Critical CO2 extraction technology in order to produce 10% astaxanthin in an oleoresin form. This technology does not require the use of organic solvents and therefore the product does not contain any solvents residues. Algatechnologies holds a world patent for its closed, environmentally protected cultivation system, allowing the production of a pure astaxanthin product, AstaPure, without biological or chemical contamination. Algatechnologies holds ISO 9001/2000, HACCP and GMP (for food) international accreditations. Astaxanthin is a very potent antioxidant, recognized to be about 500 times more effective than vitamin E and much more powerful than other carotenoids, such as lutein, lycopene and beta-carotene. Astaxanthin supports a number of health conditions including eye health, skin health and health disorders related to the central nervous system.

*The 2008 London Passport to Export Awards is an international business awards scheme. The awards recognise the achievements of SMEs in trading overseas under UK Trade & Investment’s (UKTI) Passport to Export programme of advice and support for new and inexperienced exporters. * The event was held on June 24, where five category winners were presented with their prizes at a ceremony in Westminster, hosted by writer and broadcaster Hardeep Singh Kohli. Guest speakers included Tim Parker, newly appointed First Deputy Mayor of London and Chief Executive of the GLA Group; and Alan Ainsbury, Head of Trade at awards sponsor Barclays Commercial Bank. Lambeth-based organic tea company Today Was Fun, which increased its international sales approximately ten-fold between 2005 and the end of 2007, won the Best Newcomer category, while Knomo Bags Ltd won the Outstanding Achievement award. Dexela Ltd received an award in the International Innovation category, Evolve Creative in the Emerging Markets Exporter category and Octopus Media Technology took the prize for Best Use of UK Trade & Investment Services. Founder and CEO of Today Was Fun’s award-winning Green Green Tea, Sharyn Wortman, said: “My UKTI advisers told me that Passport to Export would help me take the initial steps towards exporting – it was more like a giant leap! They assisted with everything from defining possible markets, to understanding complicated paperwork, and visiting potential retailers – without UKTI’s help in breaking down these barriers, we would have found it very difficult to get into the Russian market." Alan Ainsbury, Barclays Commercial Bank, concluded: “These awards are indicative of the breadth and scale of successful London companies that recognise and act upon opportunities in trading internationally. We are committed to helping our customers’ businesses grow through overseas prospects and I hope that some of the great success stories from these awards will be an inspiration for SMEs across the country.” The awards ceremony was the climax of UKTI’s International Month, a series of events, training days and seminars giving businesses throughout the country essential insights into opportunities in sectors and markets abroad.

Nestlé has launched its 'Go Free' campaign designed to help British families enjoy a great range of their favourite summer activities for free. Consumers can attend a free activity session or lesson in return for either a voucher on certain packs of Nestlé Waters' Buxton water brand.** ** Their are 1.2 million vouchers available across the campaign and these will be found on the Buxton Natural Mineral Water 6 x 1.5 litre multipacks, Buxton Kids Plain Water and Flavoured Waters (Strawberry and Lemon) 8 x 25cl multipacks. The promotional packs are available now at major retailers and each voucher is valid until the 31st July 2008. The promotion involves 12 different activities, including swimming, golf, dancing, football and tennis, available at over 3,000 venues across the UK and Republic of Ireland. The campaign is supported by Olympic gold medallist Daley Thompson on pack. The campaign will be run in conjunction with other Nestle Whole Grain Cereals including Shredded Wheat, Shreddies and Cheerios and confectionary brands including Smarties and Rowntree's Fruit Pastilles. Nestlé UK Trade Communications Manager Graham Walker commented: “From our consumer research we know that parents like promotions that encourage their families to be more active in their lifestyles, especially in the summer months. “Every year we improve our Go Free promotion, adding new activities. This year we have added Ice Skating, Gymnastics, Gym sessions and Exercise Classes to the activities, as well as a whole new element of the offer in terms of the Experiences. “The good news for retailers is that the promotion should help to generate incremental sales and profit.” The promotion will be supported by a media campaign, including TV, radio and press advertising.

Edrington’s The Black Grouse Scotch Whisky bottle has been packaged in an unusual and innovative carton to ensure shelf standout and to ensure brand values were reflected. The whisky has been available across the Nordic and Baltic regions as well as in Germany, the Netherlands, South Africa and, since March this year, in Russia. June saw the launch of the product in the UK. Edrington chose Chesapeake Packaging to design the premium look environmentally friendly packaging. The latest European report ‘The effect of packaging on brand recognition’, commissioned by Pro Carton (Association of European cartonboard and carton manufacturers) has found that cartons offer a distinct advantage in getting products recognised on the supermarket shelf and increase the likelihood of being purchased. A further study shows there is evidence that packaging attractiveness has a significant impact on human brain activity and that it has a major impact on purchasing decisions. The study found that attractive packaging stimulates specific brain areas often associated with processing positive emotions like happiness and motivation. Stimulating packaging design not only plays a decisive role at the point of purchase but could also be crucial to customer loyalty and future market success. Environmental considerations are also important to consumers. Edrington specified in their packaging brief that the carton must be made from FSC accredited board, meaning that it was derived from sustainable woodland. Edrington wanted to ensure that the whole product, including its packaging, took environmental issues in to account. They are supporting the RSPB by donating 50p per bottle sold to conservation work in the UK – supporting conservation of the black grouse.

*TandemRain Innovations unveiled Sports Rejuvenation, a new brand of sports drinks and foods, at the IFT Annual Meeting and Food Expo Saturday, 28 June in New Orleans. * Sports Rejuvenation is the first line of foods and beverages to feature ActivMSM, the beneficial ingredient long recognised for joint health. Products in the Sports Rejuvenation brand include Hydra-Flex, a sport drink featuring ActivMSM and a proprietary electrolyte matrix, and Cardio Balance, a beverage that promotes joint health and helps lower cholesterol. Both products are available in multiple flavours, and in a stick pack drink mix. Additional flavours and other products are in development. TandemRain Innovations specialises in creating functional products that "provide a benefit to society". They also develop entirely new products for clients, as well as add functional ingredients to existing products to make those products healthier, more nutritious or better for the environment.

Launched this week, Findus The Fisherman 10 Fish Fingers are made from 100% sustainable Alaskan Pollock fillet - a natural source of omega-3. Commenting on the new release, Lynn Saul, head of marketing at Findus Ltd, said: “There’s no doubt that the UK is a nation that loves its fish fingers, and our new Findus The Fisherman 10 Fish Fingers will undoubtedly be a hit with consumers." The fish finger market is currently valued at £86.9million, which is an increase of 7% over the last year. Findus The Fisherman 10 Fish Fingers will be available from Iceland and independent retailers, and the 300g packs have an RRP of £1.65.

Danone Waters in the UK and Ireland has launched Weatherman, an information service provided to independent retailers to help them understand how they can achieve higher sales of bottled water during hot weather spells. Weatherman is a weekly email sent to retailers which details the week’s weather forecast and the corresponding bottled water sales predictions. Such information, when used properly, can drive profit bottled water category during hot weather spells. Savvy retailers will already know the impact that weather has on their bottled water sales. Taking 14°C as a base, when the sun is shining and temperatures reach 20°C, sales will typically rise by 36% and when it reaches 25°C sales will increase by 78%. If the temperature tops 30°C bottled water sales will typically increase by a whopping 125%, making it imperative for retailers to keep an eye on the weather forecast. Danone Waters Trade Communications Manager Liz Forte commented: “This weekly Weatherman email is a useful tool and could help independent retailers make a massive difference to their profits. We always strongly recommend retailers stock up when it becomes hot and sunny but the Weatherman email service details exactly when that happens – and how much more water retailers can expect to sell as a result.” Retailers wanting to register to receive this weekly email information service should send an email to to be placed on the distribution list.

By Leon Aarts Last week saw the launch of Extraordinary Food, a company that takes social responsibility to a whole new level by making it easier for companies to contribute to charitable efforts. Extraordinary Food has set up a certification scheme for its social contribution programme, where companies who join give back a percentage of their proceeds to those causes that help to feed and educate children around the world. I believe we can change the world one bit at a time by every purchase you make. If 1% or 2% of the purchase price goes to social contribution, we can all make a huge difference every year and contribute more effectively. Even the launch of the new Superbrands book two weeks ago saw a chapter on Corporate Social Responsibility and how brands can't ignore this in the future. Either grab the opportunity or miss the boat and risk the brand. Consumers will make the choice for you in the future – as they are already doing – spending millions per year on products and initiatives that give something back. The Extraordinary Food logo and certification badge will become instantly recognised by consumers, and they will know that by buying a certified product, money will go to good causes – and consumers will choose your brands because of this. As Fairtrade represents fairness in manufacture and production, Extraordinary Food stands to be a symbol of contribution for all brands who have a proactive CSR agenda. The Extraordinary Food scheme communicates this message of giving to consumers, while member companies and brands can focus on their main activities of selling and producing their products. The Bedingfield connection In the UK, we're working with the charity Global Angels, set up by Molly Bedingfield (Daniel and Natasha's mum), which carries out ongoing global initiatives for feeding and educating children. Extraordinary Food and Global Angel ensure that 100% of the contributions go direct to the food programmes. Global Angles also spends a great deal of effort vetting the causes they support in various countries, and Extraordinary Food fits the bill, working with charities who feed children while they're in school. The added benefit for the children is that they're receiving an education at the same time. Extraordinary Food has created a win/win situation where consumers and brands benefit from taking part. Consumers are more aware of what they buy and why. At the moment, we're talking to a lot of interested parties for certification, from a large department store to great food producers and some of London's top restaurants. It's a good time to get involved. Leon Aarts is CEO and Chief Food Officer of Extraordinary Food.

*On June 25, Anglian Water issued a boil water order for Northampton, Daventry and West of Daventry, due to an outbreak of Cryptosporidiosis. * Although Anglian Water has confirmed that Pitsford Water Treatment Works has been producing pathogen-free water for four days, the boil notice will remain until the water distribution network has been flushed, cleaned and further drinking water tests have been carried out. Until further notice, the 108,000 properties must continue to boil their drinking water or rely on bottled water or certificated, filtered point-of-use water. In response to the incident, UK based bottled water distribution company Aqua Amore contributed 76 cases (648 litres) of Danish premium water brand Iskilde to the Richardson Partnership for Care in Northampton. The company made an announcement on a local BBC Northamptonshire radio channel that it was offering to deliver water free of charge to those in need. In response, Dawn Briggs from the Richardson Partnership contacted Aqua Amore to request water be supplied to four care homes in the Kingsthorpe and Duston areas. The Partnership cares for those with learning difficulties and Acquired Brain Injury, and was badly in need of water after their bottled water supplies had run out and they were having to boil water in containers for their residents following the outbreak.

The European Point of use Drinking Water Association (EPDWA) has recently released a statement in response to the Cryptosporidiosis outbreak in the Daventry, Northampton and Rugby areas supplied by Anglian Water. Further to the initial advice for members to contact all customers and isolate the point of use (POU) machines in the affected areas and replace filters when the outbreak is over, the association has issued an additional statement. Discussions with Water UK and the section of Health Protection Agency (HPA) who are advising Anglian Water on the management of the boil water order, have concluded that certificated POU filters are an acceptable alternative to the boil water order. These are filters that have guaranteed certificated removal of parasite cysts, specifically those certificated to give in excess of 99% of parasite cysts. HPA have confirmed that Northants Boil Water Order is solely because of cryptosporidium and does not include any other microbiological issues. For this reason EPDWA recommend that POU suppliers supplying customers with certificated filters, such as the NSF 53 for cyst removal, inform them of this advice. The fact, that it is safe for customers to continue to use their coolers as a source of drinking water in this instance, is particularly important in places like schools which may have to shut down if they do not have a supply of drinking water. As Anglian Water is talking about the incident taking weeks to resolve then this is highly significant. If uncertificated filters or those to lesser specification have been used then the Boil Water Order still stands.

Embria Health Sciences, a raw material manufacturer of science-backed natural ingredients for the human nutrition market, has confirmed that its headquarters were not affected by the recent US Midwest flooding and is committed to supporting the health of those affected by offering free supplies of the immune balancing supplement EpiCor. Throughout the past week, Embria, along with distribution partner ProActive Health Products, handed out more than 2,000 full-sized bottles of EpiCor to flood victims in Cedar Rapids. Sadly, Embria also confirmed today that its parent company, Cedar Rapids-based Diamond V Mills, has been significantly impacted by the flooding, and multiple employees have lost their homes. "People touched by the floods are suffering high stress levels and living conditions that will likely tax their immune systems. We're pleased to offer EpiCor to flood victims, as it's imperative for them to be in good health as they begin to rebuild their families, homes and lives," said Paul Faganel, Embria Health Sciences president. "It has been a moving experience to hear the triumphant stories at the distribution sites and we'll continue to donate EpiCor until the bottle inventory is depleted."

Following the local success the company has now teamed up with the Republic National Distributing Company, the second largest liquor wholesaler in the US, to expand to the rest of Florida and possibly other states as well. Due to packaging, quality, and price proposition, Vodka Select has been well received by the trade and has increased its reach from 200 to over 1,000 on and off premise accounts, and is on pace to triple its sales volume this year. The vodka is made from 100% rye grain and is distilled six times before being poured onto a royal blue bottle with a glass cork top. Suggested retail price is $19.99 (750ml).