In order to sustainably increase its capacity in natural products, boost production of upstream integrated ingredients and create new, larger capacities in Mediterranean flowers and materials, Symrise has created a joint venture - in which it becomes the majority shareholder - with the Neroli Group. This partnership benefits from Symrise's expertise in sustainable ingredients, such as Madagascan vanilla, and that of the Neroli Group, an independent perfume manufacturer in the region for over 35 years. Neroli will thus be able to carry out its plans to diversify into the cultivation and exploitation of perfume plants.
The two partners chose the Grasse region as the site for the new company because of the city's unique climate, its unique plant and flower culture, and its perfumery heritage, combined with Symrise's history and roots in Grasse. Symrise and the Neroli Group want to create the most technologically advanced and sustainable plant in the region, so that a center of expertise can emerge that will produce its own natural ingredients in an ecologically and socially responsible way. To achieve this, the joint venture will build a fully-equipped plant and R&D laboratories, while relying on the development of ingredients with local partners.
The company intends to establish long-term partnerships with local farmers and promote the richness of the region's most emblematic flowers, including rose, jasmine, orange blossom and mimosa. At the same time, the company will be working with exclusive materials grown in other parts of the world, including Madagascar, as well as with exceptional ingredients sourced from specialized farmers and producers. With this initiative, Symrise is also committed to improving the social conditions of these expert growers, which will result in 49 new natural ingredients, reinforcing Symrise's position as a key player in natural fragrance ingredients.
"Symrise has been purchasing sustainably integrated natural raw materials from Madagascar and elsewhere for many years. We are now in a position to considerably expand our activity around natural ingredients by working with the Neroli group. By moving to Grasse, with its centuries of heritage and know-how, Symrise finds itself at the center of perfumery. We begin this new venture with respect for the great tradition of craftsmanship, and we're just as excited about bringing forward true innovation and sustainable processes to honor the history of perfumery."explains Ricardo Omori, Senior Vice President Symrise Fine Fragrance.
"Our paths crossed with Symrise at just the right time when the Neroli Group was planning to expand and diversify its natural business. Our creativity and agility as a dynamic organization on a human scale will bring authenticity and spontaneity to the business. Our partnership with Symrise conveys a message of strength and vision to address sustainability in the future of perfumery.adds Christian Dussoulier, CEO of the Neroli Group.
Neroli, in a few words
The Neroli Group was born from the merger of the perfume houses Creations & Parfums and Floressence. Founded in the 1980s in the Grasse region, in Saint-Cézaire-sur-Siagne, in the south of France, the two brands were built on the know-how of fine raw materials, from the cultivation of natural ingredients to their transformation, offering their national and international customers high-quality fragrance compositions. An independent, family-owned group, Neroli brings together passionate perfumery experts in the pure tradition of the "Pays de Grasse", and promotes its craftsmanship worldwide.
