BGG, a worldwide leader in astaxanthin production and technology, will spin off its astaxanthin farm into a subsidiary, Algae Life Sciences, Inc., to focus on the production and marketing of efficacious ingredients from natural algae sources.
BGG will remain the major shareholder of the company, which will go to market as AlgaeLife.
“Our goal is to provide the absolute highest quality algae-based ingredients at favorable pricing,” said Joe Huff, CEO of AlgaeLife’s U.S.-based operation. “We plan to introduce new products on a consistent basis in the coming years, but for now we’re extremely excited about the prospects for our flagship product astaxanthin. And we’re thrilled to have the worldwide reputation for quality ingredients that BGG has gained over the last 20 years backing us.”
With the world's second-largest capacity to produce natural astaxanthin from microalgae—and plans to become the world’s largest producer late in 2017—BGG has quickly become a force in the growing market for astaxanthin. BGG's leadership believes that nutraceutical ingredients from algae will rapidly develop into a large and thriving segment of the supplement industry.
The company will have offices in the United States, Switzerland, Japan and China. While it will be a separate corporate entity, AlgaeLife will continue to utilize BGG’s quality facilities and scientists as well as its worldwide sales team.
In addition to Huff, who has served in a variety of roles in the supplement industry including sales, purchasing and quality, AlgaeLife has employed Bob Capelli as its executive vice president of global marketing. Capelli has spent the last 14 years researching, publicizing and marketing astaxanthin. He has been published extensively, including the world’s first book on astaxanthin, peer-reviewed papers and magazine articles, as well as appearing on countless radio and TV shows around the world as an expert on astaxanthin.
“I’m honored to be part of this new company and to work closely with a person with a deep knowledge of our industry like Joe Huff. We’re going to make a great team to get the word out about astaxanthin’s incredible health benefits and increase consumer awareness. Our primary objective is to bring the whole astaxanthin industry to new levels of success and make astaxanthin a household word in the coming years,” Capelli said.
AlgaeLife will be exhibiting March 10–13 in booth No. 468 at Natural Products Expo West/Engredea in Anaheim, Calif.