“A strong collaboration with broker-distributor DCA FoodTech provides Synergy with an ideal entry strategy, and allows Synergy to assess the market on a local level,” explained Scott Mortensen, Synergy’s VP of sales and marketing. “We’re on a journey of putting a flag in different countries that are the major drivers in key regions.”
While the company already has clients in Mexico, the new partnership in the country’s capital city is an opportunity for Synergy on two levels, he added: First, it gives the company an opportunity to share its innovation and capabilities more with companies in that market; and second, it allows the company to learn from the Mexican market to drive innovation.
“There are 31 states in Mexico and each is different and diverse. Each state uses different flavor profiles and spice elements,” he said.
Natural and clean label are beginning to take off in Mexico, said Mortensen.
“Of the 120 to 130 million people in Mexico, about 47% are 24 or under. That’s a demographic that is moving up in income and consumption, and their mobility trend means they are taking a more global view. That will translate into health and wellness, healthy living, and clean label,” he said.
And Synergy’s portfolio of natural flavorings, extracts and essences plays well with these trends, particularly for applications like beverages, active and sports nutrition, and sugar reduction, he said.
Brazil and beyond
The company, which is owned by Carberry, was founded in 1998 and already has a presence in the region through its facility in Brazil. (Synergy also has locations in the UK, Ireland, and Thailand).
The company expanded its Brazilian business Synergy Aromas Ltda in 2012 with the acquisition of a local flavor firm.
“This expansion offers significant benefits to our customers by providing a state-of-the-art facility to serve the growing demand for food and beverage flavorings in Brazil,” said Roderick Sowders, Synergy Flavors president and CEO, in 2012. “It is our belief that Brazilian food engineers appreciate the quick response time of a local flavor company while at the same time, benefitting from the creative technologies of a global flavor company.”
The company specializes in numerous market applications, including bakery, beverage, confectionery, savory, nutrition, and dairy.