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Experts boost Treatt product development

09 February 2011

Flavour and fragrance ingredient supplier Treatt has enlisted the expertise of two flavour and fragrance specialists to support its product development

Danny Hodrien and Penny Williams are working with the company to evaluate Treatt’s ingredients, demonstrating their functionality, producing sample formulations and highlighting the benefits they offer in application.

Penny Williams has worked in the fragrance industry for more than 20 years. A background in analytical chemistry, quality control, legislation and perfumery means Williams is well placed to provide advice and recommendations to the Treatt team.

Her experience as a perfumer in particular gives her unique customer insights and a thorough understanding of what motivates perfumers to select certain raw materials. Williams also has an appreciation of the challenges associated with the use of specific ingredients which enables her to give guidance to both sales and technical specialists on the most effective ways to overcome them.

With more than 30 years’ work in the international flavour industry, Danny Hodrien provides Treatt with training support plus assistance with product analysis and development. In his work with Treatt, Hodrien assesses the Treattarome range of 100% natural distillates, for example, and highlights how these materials are used in the context of a flavour.

He also provides in depth training to the team, demonstrating how customers use Treatt ingredients in a variety of applications. This can help the sales team in particular develop a deeper understanding of each product and its function in the flavour.

Commenting on this collaboration, Hugo Bovill, MD, Treatt, said: “We’re delighted to be working with Penny and Danny. Thanks to more than 50 years’ work in the flavour and fragrance industry, they each bring valuable knowledge to the table.

“Their awareness of what motivates and inspires our customers helps us to focus product development to ensure they meet the requirements of our target audience. It also enables us to communicate more effectively with our customers, ensuring we can highlight product benefits, for example, and what advantage this can bring in each application.”


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