Leading European Phytopharmaceutical Expanding West
Bionorica planning to launch US Marketplace
LOS ANGELES — German based company Bionorica AG, announced earlier today that it is planning to expand their market reach within the US Marketplace. Based in Neumarket, Germany, Bionorica AG was founded by Graduate Engineer Joseph Popp in 1933. 75 years later, Pharmacist Professor, Dr. rer. net. Michael A. Popp, grandson of Joseph Popp, serves as CEO to a global company that distributes to over 40 countries worldwide and exceeds annual sales of EU114.9 million Euros or $200 million USD.
The Bionorica AG group consists of nine global companies with sites in Germany, Spain, Hungary, Austria, and now the United States. There are more than 500 employees, 150 of whom are employed outside Germany. Each year more than 15 percent of gross sales are reinvested in to research. In 49 of 50 countries, Biornorica’s products are classified as pharmaceuticals. In the US, Bionorica’s products are classified as highly effective plant-based dietary supplements.
Bionorica AG, a leader in phyto-pharmaceuticals or phytolutions” launched in the US Marketplace initially out of Eugene, Oregon, and moved to the present headquarters in San Clemente, CA in October, 2007. Bionorica US sales have been rising quickly, and have been limited to online sales and through regional independent pharmacies. Due to increasing demands for their Sinupret for Kids, an all natural dietary supplement developed to aid and assist children’s sinus, nasal and breathing, Bionorica US will be seeking national distribution for the fall of 2008.
Bionorica US is headed by Mr. Scott Bukow, President of Bionorica US, who’s headquarters are located at 903 Calle Amanecer, Suite 110, San Clemente, CA 92673. Website: http://www.bionoricausa.com.
“My ambitious goal is to ensure that Bionorica’s medicines are established in all the most important markets of the world.” Professor Michael Popp announced his mission for the company a few years ago, and in the meantime, he has made considerable progress in realizing his dream. After Bionorica’s highly successful expansion in many Eastern European countries, the latest big project is to gain a foothold in the U.S. market. But this step requires a completely new strategy. “The United States is not just another country on Bionorica’s map,” says Professor Popp. “If you want to be successful in America, you have got to be very determined – and extremely creative.”
American physician and pharmacist Dr. Narinder Duggal, who also teaches at the University of Washington in Seattle, agrees that the U.S. market is a challenge. He has been following the development of the U.S. pharmaceuticals market for many years now. “While Europeans and much of the world recognize that complementary and allopathic medicine must exist on an equal par to allow for a more comprehensive approach to a patient’s health, the U.S. market is clearly not as sophisticated.” The fact that the last time the U.S. Food and Drug Administration approved a herbal medicine was some 45 years ago underlines his point.
The expansion of Bionorica into the US comes at an interesting time in the marketplace. With the FDA considering a possible ban on OTC children’s cold and cough remedies, this all-natural dietary supplement is not at risk of losing shelf space should the ban move forward.
Additionally, the company Bionorica, has been a leader in sustainability initiatives for many years. It’s Neumarket Headquarters in Germany has been highly recognized for its eco-friendly design. Renowned architect Wolfgang Brummer utilized the Energy2 Design Concept: Saving energy, generating energy in creating the construction that enabled Bionorica CEO Professor Michael Popp to achieve his ambitious aim – to adapt the building to the company philosophy of “naturalness and sustainability” – using new energy-saving and energy-generating technology.
The construction of the headquarters was based on an innovative concept: a building that is completely in harmony with nature, has a CO2-neutral energy supply, and generates more energy than it uses throughout the year. This is achieved in part by using solar energy.
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