Until quite recently, rosemary has been seen primarily as a food flavouring. But with the emergence of new deodorising methods, it is increasingly possible to tap the herb for its antioxidant and functional properties without compromising the sensory characteristics of the end product. According to the company, there is strong potential from the Russian meat processing market, especially as the standard of living in Russia is growing fast. In addition the Russian government is aiming for average annual meat consumption to reach 70kg per person, and is currently actively promoting domestic producers to help achieve this. As of early 2006, consumption was estimated at around 50-55kg. Musheg Mamikonyan, chairman of the Russian Meat Union, said last year: "It is reasonable for meat importers to start manufacturing in Russia. The pork meat market grows each year by 10 per cent, and the chicken meat market by 15-18 per cent." In light of economic development, Vitiva sees the market as being "already ripe for innovative ingredients and antioxidants." It has several products aimed at the meat market, such as its VivOx line, with uses including acting as a natural microbial agent for processed chicken and other poultry products, and a recently introduced SyneRox 4 oil-based formulation aimed at extending the shelf life of high-fat meat products such as chilled pâtés. Alexander Morev, joint CEO of Elite, said that through the partnership his company will be targeting meat and poultry processors, and also seasoning and snack manufacturers. Vitiva CEO Ohad Cohen described his company's business plan for Russia as "ambitious". The company's modus operandi will be to offer its Russian customers both pre-sale and after-sale technical support. It has already started the process of registering its products in Russia.
