Puratos forms JV with Estonian Malt to capitalize on growing interest in sprouted grains
The joint venture follows six years of collaboration between the two companies, and leverages on Puratos’ business insights and distribution network, and Estonian Malt’s expertise in sprouted and fermented wholegrains.
Belgium-headquartered Puratos is committed to improving the nutritional value of its products and launch cleaner labels, as well as organic and plant-based alternatives, which it distributes to the bakery, patisserie and chocolate sectors in over 100 countries around the world through its network of local subsidiaries.
Estonian Malt has adopted a different approach to sprouted wholegrain, by fermenting the grains after they have sprouted. This, it claims, gives the grains a natural sweet taste and retains their moisture, which prolongs the freshness of bread.
The newly formed alliance will optimise the duo’s production processes, work on improving packaging and shelf-life, and develop new product ranges.
Delivering healthier solutions
“Puratos is committed to delivering healthier solutions across all product categories and this new venture with Estonian Malt is very much part of that strategy,” said Julia Darvill, GM of Puratos UK.
“We know from our recent Taste Tomorrow survey that consumers believe healthy eating is just as much about eliminating unhealthy ingredients as it is about adding wholesome ones. This joint venture is focused on delivering products with the highest possible nutritional value, as well as great taste.”
Puratos’ 2019 Taste Tomorrow survey – the world’s largest bakery, patisserie and chocolate consumer survey – canvassed 17,000 people in 40 countries on consumer behaviour, attitudes and choices.
Piet Sanders, Puratos market director for North & Eastern Europe, added, “This agreement will allow us to respond to our clients’ growing interest in sprouted grains, and further builds on our fruitful collaboration with Estonian Malt. Puratos is dedicated to offering a variety of ingredients that inspire customers to make healthier choices, and this joint venture is completely in line with our Health & Well-Being commitments.”
Both companies hold a 50% share in Puratos Malt, however, the division will operate as a production unit within Puratos, initially employing 23 staff.
“Several years of cooperation with Puratos Group has proven their strong interest in our innovative and natural products,” said Ursel Kaarna, CEO of Estonian Malt.
“The JV enables us to take our products to the global market and to give a boost to our product development. We are proud that one of the world´s best companies in this field is working with us.”
