This Award is presented in recognition of the company’s consistent quality, ever-expanding customer base as well as its outstanding customer retention through value-added services and research support.
“Denomega stands out as a niche company focused exclusively on omega-3 marine oils, in contrast to other manufacturers that are active in diverse business areas,” notes Frost & Sullivan Research Analyst Natasha Telles. “This has helped the company gain significant advantages of specialised focus and expertise in the omega-3 marine oils sector.”
Denomega has taken the lead in responding to the foremost challenge of undesirable odour and taste through its keen focus on R&D. The company was the first to launch odour- and taste-free omega-3 products through its patented cold process extraction technology.
These products have facilitated easier application of omega-3 in functional foods. This clearly paved the way for a significant increase in market share from 15.0 per cent in 2004 to 19.5 per cent in 2006.
“The company caters to the application sectors including functional foods, dietary supplements, pet foods and clinical nutrition,” adds Telles. “Already a significant participant in the omega-3 supplements market, the company is now strengthening its position in the functional foods arena, capitalising on the current consumer health trend.”
Involved in technical selling, Denomega has a qualified sales force, comprising mainly food technologists and application scientists. This assumes significance since customers want a comprehensive view of products that only R&D staff are privy to.
The company’s traditional inclination towards R&D is sustained by integrating its internal and external strengths and research expertise. Its collaboration with Imperial College is one such example of its external alliances. Moreover, successful alliances with Fjordlaks, GAT, TetraPak and S Black have facilitated vertical integration and research advancements.
The company has stringent quality assurance protocols ensuring that all products are Kosher certified by The Orthodox Union ("Circle U"). In addition, the use of harsh chemicals or additives that could potentially reduce the health or eco-friendly nature of the ingredient is avoided. This can best be exemplified by the recent first launch of an organic bread containing EPA and DHA Omega-3 through Harvest Time Bakery in New Jersey, USA.
With the aid of its parent company Borregard, Denomega utilises the supply chain of the former to provide international customers with regional service.
“Denomega is one of the founding members of the Global Organisation for Eicosapentaenoic and Docosahexaenoic acid (GOED), which has been created to enhance consumer awareness of the benefits of omega-3 fatty acids,” remarks Telles. “Clearly, continued niche focus has helped in providing a competitive edge in all important parameters including research, product acceptance, brand image and mind share.”
Frost & Sullivan Best Practices Awards recognise companies in a variety of regional and global markets for demonstrating outstanding achievement and superior performance in areas such as leadership, technological innovation, customer service and strategic product development. Industry analysts compare market participants and measure performance through in-depth interviews, analysis and extensive secondary research in order to identify best practices in the industry.
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