05.01.03
A new company was recently launched in the nutraceuticals industry on the premise of marrying science with marketing-a refreshing concept for an industry that has been plagued by science-less companies. The new company is Efficas and it is focused on the discovery, scientific validation and marketing of proprietary bioactives geared toward four indication areas: obesity, diabetes, allergies and cardiovascular disease (CVD).
President and CEO, Mark Braman, discussed the significance of the company name. "Our company name Efficas, a cognate of the word efficacy, really describes our focus of bringing scientifically validated bioactives to market," he said. "Much has been learned during the past decade about the challenges of bringing evidenced- based products to market and successfully communicating their benefits to consumers. From a manufacturer's standpoint, the essential question has become how do you cost effectively generate clinically supported claims around GRAS and DSHEA bioactives and yet protect your investment with defensible intellectual property (IP). Also, in terms of marketing, how do you get a confused consumer to take notice and even pay a modest pric
President and CEO, Mark Braman, discussed the significance of the company name. "Our company name Efficas, a cognate of the word efficacy, really describes our focus of bringing scientifically validated bioactives to market," he said. "Much has been learned during the past decade about the challenges of bringing evidenced- based products to market and successfully communicating their benefits to consumers. From a manufacturer's standpoint, the essential question has become how do you cost effectively generate clinically supported claims around GRAS and DSHEA bioactives and yet protect your investment with defensible intellectual property (IP). Also, in terms of marketing, how do you get a confused consumer to take notice and even pay a modest pric
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