The Cincinnati Enquirer from Cincinnati, Ohio • Page 44

2 Sunday, anuary 25. 1998 BUSINESS The Cincinnati Enquirer Flavors: World gets a taste of Cincinnati every day 'You don't want to relocate people sDurrinc the move to natural flavors. Kich flavors and fragrances, the Wild Group is focused only on flavors. Rudolf Wild, the company's founder, thought that food ingredients should only be natural, his son said. Although Wild provides artificial and natural flavors, natural ingredients remain its specialty.

Capri-Sun, a fruit juice in a pouch marketed in this country by Kraft-General Foods, was introduced by Wild in Germany in 1969. Today, it is produced in 70 countries by companies licensed by Wild. "Nowadays as more and more markets are picking up the trend toward natural and even functional products, we can use the know-how we've built up over the years," Mr. Voss said. He defines natural flavors as those obtained from natural ingredients.

"You can squeeze, concentrate, reconstitute, cook and blend, but you never do any chemical processes," he said. Mr. Voss said several factors are Cincinnati's flavor companies reflect the changing nature of the industry. What was once a local business, serving local food companies, is increasingly global. Wild has "12 salespeople in North America, and I'm the only one living in Cincinnati," Mr.

Bloom said. Mr. Pellegrino said: "As multinational companies are growing offshore in emerging markets, we're able to assist in their product development. We can design products here and manufacture them elsewhere." The process works the other way as well. New flavor combinations from Europe and the Far East are making their way into the American mainstream.

Wild is also expanding its global profile. Last year, it opened a fruit preparation plant in Poland, began a distribution center in Hungary and opened an office in China. Unlike most other companies in the business, which make and market thing about the flavor business. But he made a chemical which was used to flavor high-proof spirits," Mr. Bloom said.

"From that application, the flavor business grew here." Alex Fries' company, now owned by Land 0' Lakes, operates out of buildings in Woodlawn. Shortly after the turn of the century, two of Alex Fries' grandsons started another company, Fries Fries, which became one of the nation's largest flavor companies. It was acquired by Mallinckrodt in 1970. Mr. Bloom's grandfather, Robert, worked at Fries Fries until he started Cino Co.

in 1924. Cino was acquired by the in 1986. Mr. Bloom said Cincinnati's hold on the flavor business is unusual. "Chicago had several flavor companies, and right now, it's got one flavor company.

St. Louis had a flavor company. That's gone away and been replaced by a much smaller flavor company," he said. just to set up a company. As we've set up the company here for growth, we're sure we'll need more people." Mr.

Pellegrino said the fact both companies are expanding here is coincidence. It's not unusual for employees of one flavor company to jump to a competitor. "The flavor industry is really a small industry, and everybody knows everybody else," said one food technologies! at Wild, who recently left Givaudan Roure to be closer to her Northern Kentucky home. Mr. Voss said locating near a competitor has its advantages for the companies, too.

"Other companies (provide) certain benchmarks for us, so we're not isolated. We're in a tough competition, and we just try to do better." "It's easy for consumers to understand ingredients that are all natural," he said. "It's also much easier to export product if it's natural. Artificial ingredients are very much regulated." Growth a coincidence The CincinnatiNorthern Kentucky International Airport was a key factor in Wild's decision to locate in the CirclePort industrial park, within sight of the airport runways. Besides direct flights to most U.S.

cities, the airport provides twice-daily flights to Frankfurt, which is an hour from Heidelberg, Wild's world headquarters, Mr. Voss said. Wild established its U.S. base in 1994 when it acquired the remnants of International's Woodlawn flavor business out of Chapter 11 bankruptcy reorganization. Because the company was already based here, it made sense to stay, Mr.

Voss said. CONTINUED FROM PAGE El which employed 200 people in a consolidation move, Givaudan Roure also determined that it would combine its headquarters and research operations here with Tastemakers' offices and research operation. of our physical as well as intellectual assets were based here," Mr, Pellegrino said. Besides the IAMS park offices, the company has a plant- in Carthage, where spray-dried and liquid flavors are produced, and a 2-year-old plant south of Florence, where the company makes process flavors for soups, sauces and other packaged foods. Born from whiskey business "Traditionally, Cincinnati and New Jersey have been the two focal points of the U.S.

flavor industry: New Jersey because of its proximity to New York, home to most of the leading food and beverage makers, and Cincinnati because of its once thriving alcoholic beverage industry. -Cincinnati's flavor industry traces its roots to another German: Alex Fries, an immigrant chemist who in 1854 began supplying a single flavor compound to the area's whiskey distilleries, said Robert F. Bloom, a senior account manager at Wild, whose grandfather founded Cino another Cincinnati flavor maker. "Alex Fries really didn't know any BUSINESS NOTES IN TRANSITION Mergers acquisitions Exemplar System Cincinnati, and Darca Overland Park, health-care information technology consulting firms, merged operations, effective Jan. 1, and will be known as Elumen Solutions Inc.

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