Case Study - Frutarom Hartlepool

FrutaromFrutarom Hartlepool (formerly Oxford Chemicals) are well known in the Flavour Industry for providing High Impact Aroma Chemicals (HIAC’s), for example Thiomenthone and 2,3 Dimethyl Pyrazine.  The usual characteristics of these kinds of ingredients are:

  • key sensory components
  • characteristic of different edible ingredients
  • extremely strong

The Goal

Frutarom wanted to market their HIACs for use by the fragrance industry.  This was a challenge because the ingredients were not generally well understood by Perfumers.  Also, it was difficult for most Perfumers to find time to investigate HIACs due to the commercial challenges of an extremely busy creative and commercial environment.  Perfumer's needed to be convinced of the fragrance application of HIACs first.

Orchadia Approach

Penny Williams met with Steve Pringle to gain an understanding of the goals of the business.  With years of experience on the ‘other side’ as  busy Perfumer, with little time for experiments with new ingredients, Penny understood what would be needed to start to convince other Perfumers that these ingredients had merit.  Following these discussions and olfactive investigations, the specialized marketing solutions included:

  • Design of several demonstration fragrance formulations which illustrated how the HIAC ingredients could be used
  • Example presentation information
  • Full feedback about how the HIAC ingredients performed
  • Discussions and ideas about how to gain new fragrance business

Frutarom Hartlepool Feedback

Dr Steve Pringle – in his role as Sales & Marketing Manager at Frutarom Hartlepool said the following:

"Penny's creativity is second to none. This, matched by her understanding of the goals and direction of our business, and the project at hand, have allowed us to move forward at a rapid pace. I would have no hesitation in recommending Penny to anyone.”