chemical marketing in the competitive sixties - ACS Publications

Marketing Fine Chemicals for Food Use RICHARD W .

HAYES

Downloaded by NORTH CAROLINA STATE UNIV on December 30, 2017 | http://pubs.acs.org Publication Date: June 17, 1959 | doi: 10.1021/ba-1959-0024.ch020

Merck & C o . , Inc., Rahway, N. J.

This paper deals with some of the implications of the Food Additive Amendment of 1958 as it relates to the marketing of food additives. Competition, timing, investment, and patent factors are considered. A brief summary is given of areas in the food additive field of future interest to the chemical manufacturer.

I he phrase " f i n e c h e m i c a l s " means m a n y t h i n g s t o m a n y people, so I w i l l not a t t e m p t t o offer a u n i v e r s a l d e f i n i t i o n . I t once a p p l i e d o n l y t o c h e m i c a l s such as those i n the M e r c k l i n e of h i g h p u r i t y i n o r g a n i c compounds a n d i t is s t i l l used i n t h a t sense. I n the sense i n w h i c h I a m u s i n g i t n o w , however, i t refers t o o r g a n i c a n d i n o r g a n i c substances p r o d u c e d i n b u l k q u a n t i t i e s a n d i n h i g h p u r i t y for f o o d use. T h e m a j o r i t y of c h e m i c a l s p r o d u c e d for food use t o d a y meet r i g i d specifications for q u a l i t y j u s t as do reagent c h e m i c a l s p r o d u c e d for l a b o r a t o r y use. F i n e c h e m i c a l s used i n t h e m a n u f a c t u r e of food are m a n y i n n u m b e r , diverse i n c h a r a c t e r , a n d t h e y come f r o m a l l segments of our i n d u s t r y . M y guess is t h a t m o s t of us engaged i n c h e m i c a l m a n u f a c t u r e , a l t h o u g h we do n o t consider ourselves p r i m a r i l y s u p p l i e r s t o the f o o d i n d u s t r y , h a v e one or m o r e p r o d u c t s i n our l i n e w i t h i m p o r t a n t f o o d a p p l i c a t i o n s . T h e s e i n c l u d e p r o d u c t s s o l d d i r e c t l y t o food processors as w e l l as those s o l d i n d i r e c t l y t o other s u p p l i e r s t o the f o o d i n d u s t r y . F o o d a d d i t i v e s c a n be considered c o n v e n i e n t l y f r o m t w o s t a n d p o i n t s , one f r o m the s t a n d p o i n t of those used i n t e n t i o n a l l y — e . g . , p r e s e r v a t i v e s , a n t i o x i d a n t s , séquestrants, s u r f a c t a n t s , s t a b i l i z e r s a n d t h i c k e n e r s , n u t r i e n t s , colors, e t c . — a n d the other f r o m the s t a n d p o i n t of i n c i d e n t a l a d d i t i v e s s u c h as those u n a v o i d a b l y b e c o m i n g a p a r t of food t h r o u g h t h e i r use i n p a c k a g i n g m a t e r i a l , a n i m a l feed s u p p l e m e n t s , or as pesticides for a p p l i c a t i o n t o p l a n t p r o d u c t s . I n t e n t i o n a l food a d d i t i v e s are the p r i n c i p a l p r o d u c t s i n t h e field w i t h w h i c h I a m concerned a n d t h e y are the subject of o u r d i s c u s s i o n . O n e of the m a j o r p o i n t s I w o u l d l i k e t o c o m m e n t o n , w h e n l o o k i n g a h e a d to the 1960's, is t h e c o m m e r c i a l or m a r k e t i n g i m p l i c a t i o n s of the new F o o d A d d i t i v e A m e n d m e n t t o the F e d e r a l F o o d , D r u g , a n d C o s m e t i c A c t signed i n t o l a w l a s t S e p t e m b e r b y the P r e s i d e n t . F i r s t of a l l I a m n o t a n expert o n the F o o d A d d i t i v e A m e n d m e n t . A s m o s t of us recognize, t h i s is a h i g h l y complex piece of l e g i s l a t i o n w h i c h is s t i l l u n d e r 142

CHEMICAL MARKETING IN THE COMPETITIVE SIXTIES Advances in Chemistry; American Chemical Society: Washington, DC, 1959.


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FINE CHEMICALS FOR FOOD USE

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g o i n g extensive i n t e r p r e t a t i o n b y b o t h G o v e r n m e n t a n d i n d u s t r y . A t M e r c k we r e l y o n t h e o p i n i o n s , a d v i c e , a n d r e c o m m e n d a t i o n s o f f o o d l a w specialists to guide us i n o u r m a r k e t i n g efforts. T h e r e f o r e , I s h a l l a t t e m p t t o confine m y observations t o those i m p l i c a t i o n s of t h e l a w w i t h a s t r i c t l y c o m m e r c i a l flavor. T h e food a d d i t i v e s of t h e future w i l l be h e a v i l y regulated. T h i s is a f a c t of l i f e w h i c h a l l o f us as either suppliers t o t h e food i n d u s t r y o r food processors m u s t face as we l o o k a h e a d . T h e c o m p l e x i t y of the A m e n d m e n t places a p r e m i u m o n t h e a b i l i t y t o a n t i c i p a t e t h e d e t a i l e d i n f o r m a t i o n needed t o s a t i s f y t h e requirements of t h e r e g u l a t i o n s , w h e n a new p r o d u c t first shows c o m m e r c i a l p o s s i b i l i t i e s . S u c h i n f o r m a t i o n i n v o l v e s d e v e l o p i n g p r a c t i c a l m e t h o d s of a n a l y s i s , c o n d u c t i n g l o n g t e r m a n i m a l feeding tests, a n d a p p l y i n g s k i l l e d j u d g m e n t t o t h e e s t a b l i s h m e n t of safety. T h e c o m p a n y w h i c h does n o t h a v e a v a i l a b l e experienced scientists i n the v a r i o u s d i s c i p l i n e s w h o k n o w t h e t y p e of i n f o r m a t i o n r e q u i r e d a n d t h e f a c i l i t i e s necessary t o secure i t , a n d w h o c a n i n i t i a t e t h e i r w o r k a t t h e a p p r o p r i a t e t i m e , m a y find itself under a severe h a n d i c a p i n r e d u c i n g t h e t i m e r e q u i r e d t o o b t a i n r e g u l a t o r y a p p r o v a l a n d b r i n g the p r o d u c t t o m a r k e t . C h e m i c a l m a n u f a c t u r e r s , l i k e ourselves, w h o h a v e h a d m a n y y e a r s of experience i n d e v e l o p i n g new drugs f o r h u m a n a n d a n i m a l use h a v e a definite a d v a n t a g e i n t h i s field, because t h e t y p e of i n f o r m a t i o n necessary t o s u p p o r t a food a d d i t i v e p e t i t i o n is s i m i l a r t o t h a t needed t o o b t a i n a n effective " n e w d r u g " application. A s a w o r d of c a u t i o n a n d c o n s t r u c t i v e a d v i c e t o t h e i n d u s t r i a l l y s m a l l e r m e m b e r s of o u r group i t w o u l d seem desirable t h a t i f possible, t e c h n i c a l c o n s u l t a n t s a n d legal counsel w i t h a b r o a d b a c k g r o u n d of experience i n t h e field of food a n d d r u g l e g i s l a t i o n , be sought o u t t o assure t h a t w h e n petitions are m a d e , c e r t a i n of y o u r c o m m e r c i a l interests a r e n o t i n a d v e r t e n t l y neglected. I n t h e scientific i n f o r m a t i o n r e q u i r e d t o o b t a i n a p p r o v a l o n a new food a d d i t i v e , t h e t w o m o s t i m p o r t a n t items needed f r o m t h e v i e w p o i n t of cost a n d t i m e are d a t a t o e s t a b l i s h safety a n d t h e d e v e l o p m e n t of p r a c t i c a l a n a l y t i c a l methods f o r d e t e r m i n i n g the a m o u n t of t h e a d d i t i v e i n food or substances d e r i v e d f r o m t h e a d d i t i v e i n food. T h e d e v e l o p m e n t of such d a t a w i l l i n v o l v e t h e i n v e s t m e n t of a n e s t i m a t e d m i n i m u m of $200,000. T h e cost m a y be m u c h m o r e i f a n y c o m p l i c a t i n g factors are encountered. A n o t h e r i m p o r t a n t aspect of the requirements i n e s t a b l i s h i n g s a f e t y , a p a r t f r o m t h e d o l l a r considerations, is t h a t a t o t a l elapsed t i m e of a b o u t three y e a r s w i l l be i n v o l v e d i n t h e a c c u m u l a t i o n of s u c h d a t a . A l t h o u g h c h r o n i c t o x i c i t y studies m a y cover a t w o - y e a r p e r i o d , o u r best guess a t t h e m o m e n t i s t h a t p r e l i m i n a r y studies o n subacute a n d acute t o x i c i t y w i l l consume a t least s i x m o n t h s before c h r o n i c studies c a n be s t a r t e d , a n d t h a t f o l l o w i n g t h e c o m p l e t i o n of t h e t w o - y e a r feeding experiments, a n a d d i t i o n a l s i x m o n t h s w i l l be r e q u i r e d for e v a l u a t i o n of e x p e r i m e n t a l a n i m a l s a n d p r e p a r a t i o n a n d a p p r o v a l of t h e p e t i t i o n . T h u s , t h e t o t a l t i m e between t h e a v a i l a b i l i t y of t h e a d d i t i v e t o t h e p e t i t i o n e r , i n e x p e r i m e n t a l q u a n t i t i e s , a n d t h e filing o f a p e t i t i o n f o r a p p r o v a l w i t h t h e F e d e r a l F o o d a n d D r u g A d m i n i s t r a t i o n w i l l be a b o u t three y e a r s . I f a n y c o m p l i c a t i o n s a r e encountered or i f t h e w o r k i s n o t c a r e f u l l y p l a n n e d , t h e t i m e r e q u i r e d m a y be longer. W h a t are some of t h e i m p l i c a t i o n s o f these t i m e a n d d o l l a r factors? O n e of t h e o b v i o u s consequences of t h e c o s t l y t e s t i n g , w h i c h i n c i d e n t a l l y



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responsible members of our i n d u s t r y h a v e c a r r i e d out v o l u n t a r i l y p r i o r to t h e F o o d A d d i t i v e A m e n d m e n t , w i l l be to discourage s m a l l companies or companies w i t h o n l y l i m i t e d interest i n foods, as factors i n research a n d d e v e l o p m e n t on food a d d i t i v e s . C o m m i t t i n g one's resources t o the extent of $200,000 a n d a t h r e e - y e a r p r o g r a m w i t h no p o s i t i v e assurance t h a t i t w i l l r e s u l t i n a m a r k e t a b l e p r o d u c t m a y even discourage large companies w h i c h h a v e a n o p p o r t u n i t y t o d i r e c t t h e i r efforts i n other d i r e c t i o n s w i t h a shorter p a y - o f f t i m e . S e c o n d l y , i t seems reasonable to conclude t h a t i n v i e w of the s u b s t a n t i a l l y increased i n v e s t m e n t r e q u i r e d , research a n d d e v e l o p m e n t efforts o n food a d d i t i v e s w i l l be directed o n l y t o w a r d those w i t h p o t e n t i a l l y large m a r k e t s . I n a l l l i k e l i h o o d , the d e v e l o p m e n t of a d d i t i v e s w i t h r e l a t i v e l y s m a l l m a r k e t s — i . e . , less t h a n $ 1 , 0 0 0 , 0 0 0 — w i l l be a v o i d e d , because the cost of s u c h d e v e l o p m e n t w o r k , i n c l u d i n g process a n d p r o d u c t d e v e l o p m e n t , c a n n o t be j u s t i f i e d . D e v e l o p m e n t of a d d i t i v e s w i t h n a r r o w a p p l i c a t i o n s i n s p e c i a l t y - t y p e foods for exa m p l e , w i l l p r o b a b l y be a v o i d e d i n future y e a r s . A l s o , those of us i n search of new food a d d i t i v e s w i l l be l o o k i n g for p r o d u c t s w h i c h we a n t i c i p a t e w i l l h a v e a l o n g l i f e so t h a t we h a v e assurance t h a t o u r i n v e s t m e n t w i l l be p a i d off a n d a reasonable r e t u r n w i l l be r e a l i z e d . T h e a l t e r n a t i v e t o t h i s l a t t e r a p p r o a c h , of course, is a n a t t e m p t to develop a d d i t i v e s w h i c h m i g h t r e t u r n a h i g h a n d q u i c k profit, b u t the r i s k s inherent i n t h i s a p p r o a c h m a k e i t the less f a v o r a b l e of the two. N o n e of us w o u l d prefer the a l t e r n a t i v e of g a m b l i n g on the h i g h costs of t o x i c i t y t e s t i n g , process, a n d p r o d u c t d e v e l o p m e n t of a p r o d u c t whose e s t i m a t e d l i f e w o u l d be o n l y a few y e a r s , n o t w i t h s t a n d i n g a h i g h m a r g i n of p r o f i t . R e l a t e d t o our search for food a d d i t i v e s w i t h a l o n g l i f e is the obvious r e s u l t t h a t the a d d i t i v e s of the f u t u r e w i l l p r o b a b l y h a v e a lower obsolescence r a t e t h a n those of former y e a r s , because of the t i m e i n v o l v e d i n g a i n i n g a p p r o v a l for a s u b s t i t u t e . T h e p r o d u c t l i f e of a d d i t i v e s a p p r o v e d under the new A m e n d m e n t w i l l p r o b a b l y be longer for another reason, because where r e l a t i v e l y s m a l l d o l l a r m a r k e t s are i n v o l v e d — i n t h e n e i g h b o r h o o d of $1,000,000—there m a y be no i n c e n t i v e or j u s t i f i c a t i o n for the d e v e l o p m e n t of a less expensive or m o r e effective s u b s t i t u t e . O n e of the most s t r i k i n g results of the new A m e n d m e n t w i l l be the loss of the element of s u r p r i s e i n i n t r o d u c i n g a new a d d i t i v e t o the m a r k e t . T h i s is a consequence, of course, of the p u b l i c a t i o n b y the F o o d a n d D r u g A d m i n i s t r a t i o n , w i t h i n 30 d a y s of t h e date of filing a p e t i t i o n , of a brief d e s c r i p t i o n of the p r o p o s a l i n general t e r m s . T h i s is i n s t r i k i n g c o n t r a s t t o t h e s i t u a t i o n p r e v a i l i n g w h e n a p p l i c a t i o n s for a p p r o v a l of new drugs are s u b m i t t e d t o the F D A . I n the l a t t e r case, p e t i t i o n for a p p r o v a l of t h e d r u g is a p r i v a t e c o m m u n i c a t i o n between the G o v e r n m e n t a n d the s u p p l i e r , a n d the i n t r o d u c t i o n of a p r o d u c t on the m a r k e t w i t h o u t foreknowledge of c o m p e t i t i o n is u s u a l l y t h e r u l e . I n the case of a f o o d a d d i t i v e p e t i t i o n , however, p u b l i c a t i o n of the N o t i c e of F i l i n g is the t i p - o f f t o c o m p e t i t i o n as to w h a t y o u r p l a n s are. I n instances where the p e t i t i o n for a p p r o v a l i n v o l v e s a n a d d i t i v e a l r e a d y i n c o m m e r c i a l p r o d u c t i o n for other uses, t h e N o t i c e of F i l i n g w i l l i m m e d i a t e l y p l a c e c o m p e t i t i o n o n a practically equal footing w i t h yourself. E v e n i n instances where the N o t i c e of F i l i n g r e a v e a l s a n e w f o o d a d d i t i v e w i t h a new u s e — a n a d d i t i v e n o t c o m m e r c i a l l y a v a i l a b l e a t the t i m e — c o m p e t i t i o n m a y h a v e a n o p p o r t u n i t y t o a p p r e c i a b l y n a r r o w or e l i m i n a t e w h a t e v e r c o m p e t i t i v e a d v a n t a g e the p e t i t i o n e r m i g h t h a v e h a d o r i g i n a l l y , b y t a k i n g





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a d v a n t a g e of t h e 9 0 - t o 180-day p e r i o d between t h e N o t i c e of F i l i n g a n d the issuance of t h e p r o p o s e d regulations b y t h e F D A . D e p e n d i n g o n t h e c o m p l e x i t y of t h e a d d i t i v e i n q u e s t i o n , i t m a y be a r e l a t i v e l y s i m p l e t a s k f o r c o m p e t i t i o n t o p r o d u c e c o m m e r c i a l q u a n t i t i e s w i t h i n t h i s p e r i o d or a t least t o p u t its p r o d u c t i o n f a c i l i t i e s i n readiness p e n d i n g p u b l i c a t i o n of t h e r e g u l a t i o n s . A f u r t h e r r e s u l t of t h e p u b l i c a t i o n of t h e N o t i c e of F i l i n g a n d t h e disclosure of the i d e n t i t y of the a d d i t i v e a n d i t s proposed use, w i l l be t h e greater emphasis o n t h e p a r t of t h e p e t i t i o n e r o n g a i n i n g a s t r o n g p a t e n t p o s i t i o n w i t h respect t o m a n u f a c t u r e or use of t h e a d d i t i v e . T h r o u g h t h e e s t a b l i s h m e n t of a f a v o r e d p o s i t i o n , perhaps c o m p e t i t i v e a c t i v i t y c a n be c o m p l e t e l y f o r e s t a l l e d . T h e r e f o r e , research a n d development efforts w i l l u n d o u b t e d l y be l i m i t e d t o p r o d u c t s w i t h patent possibilities. I t is i m p o r t a n t t o recognize a g a i n t h e c o n t r a s t between t h e processing of " n e w d r u g " a p p l i c a t i o n s a n d n e w food a d d i t i v e a p p l i c a t i o n s b y t h e F D A . F D A s a n c t i o n o f n e w drugs is g i v e n o n a c o m p a n y basis, w h i l e s a n c t i o n of a n e w f o o d a d d i t i v e i s g i v e n o n a p r o d u c t basis. I n t h e f o r m e r case, t o x i c i t y a n d efficacy d a t a a r e h e l d c o n f i d e n t i a l , a n d another s u p p l i e r w i s h i n g t o m a r k e t t h e same p r o d u c t m u s t s u b m i t h i s o w n d a t a . Issuance b y t h e F D A of proposed r e g u l a tions f o r t h e use o f a f o o d a d d i t i v e , however, constitutes official r e c o g n i t i o n of the substance i n q u e s t i o n a s safe n o m a t t e r w h o t h e m a n u f a c t u r e r m a y be, a n d opens t h e door t o sale of t h e p r o d u c t b y a l l , t h o u g h t h e p e t i t i o n e r m a y be t h e o n l y o n e w h o has spent t h e t i m e a n d m o n e y necessary t o secure t h i s a p p r o v a l . T h e t i m i n g f a c t o r — t h e t i m e of i n t r o d u c t i o n of t h e a d d i t i v e t o t h e m a r k e t — f o r m e r l y u n d e r c o n t r o l of t h e m a n u f a c t u r e r , w i l l n o w depend o n t h e date of publication of regulations b y the F D A . T h e i n t r o d u c t i o n of a p r o d u c t o n t h e m a r k e t a t t h e o p t i m a l t i m e f r o m t h e s t a n d p o i n t of seasonal d e m a n d , c o m p e t i t i v e a c t i v i t y , etc., w i l l therefore be subject t o v a r i a b l e s b e y o n d o u r c o n t r o l w h i c h m a y , t e m p o r a r i l y , reduce t h e flexibility a n d effectiveness of o u r m a r k e t i n g s t r a t e g y . W h e t h e r or n o t t h i s w i l l constitute a l o n g - t e r m p r o b l e m of a n y significance r e m a i n s t o be seen. O n e s h o u l d recognize t h a t there i s n o assurance t h a t t h e s u b m i s s i o n of a p e t i t i o n f o r a p p r o v a l of a new food a d d i t i v e w i l l u l t i m a t e l y r e s u l t i n its a p p r o v a l b y F D A . T h e F D A has t h e a u t h o r i t y t o r e j e c t t h e p e t i t i o n c o m p l e t e l y , t o restrict, a n d t o m o d i f y i t . T h e experience of y o u r c o m p a n y ' s t e c h n i c a l staff a n d r e g u l a t o r y specialists w i l l be of considerable help i n p r e d i c t i n g t h e p r o b a b i l i t y i t w i l l be a p p r o v e d a n d w i l l be h e l p f u l i n d e t e r m i n i n g t h e extent t o w h i c h definite m a r k e t i n g c o m m i t m e n t s c a n be m a d e i n a d v a n c e of a c t u a l a p p r o v a l of the p e t i t i o n . T h e f a c t t h a t t h e F o o d A d d i t i v e A m e n d m e n t is a n e w l a w means t h a t there a r e m a n y areas i n w h i c h F D A ' s a t t i t u d e t o w a r d n e w food a d d i t i v e s is difficult t o p r e d i c t . I n those cases where w e believe t h a t there i s a large l i k e l i h o o d o f a p p r o v a l of a n e w a d d i t i v e , there w i l l be a n a d d e d i n c e n t i v e t o h a v e m a r k e t i n g p l a n s set a n d c o m p l e t e l y r e a d y f o r i m p l e m e n t a t i o n n o l a t e r t h a n t h e date of filing of t h e p e t i t i o n f o r a p p r o v a l . I n t h i s w a y w e w i l l be best p r e p a r e d t o offset t h e c o n t i n g e n c y t h a t d a m a g i n g c o m p e t i t i v e a c t i v i t y m i g h t occur, s h o u l d t h e issuance of r e g u l a t i o n s t a k e place a n y t i m e w i t h i n t h e 9 0 - t o 180-day p e r i o d subsequent t o N o t i c e of F i l i n g . A n o t h e r subject r e l a t e d t o t h e F o o d A d d i t i v e A m e n d m e n t b u t i n m a n y w a y s separate a n d d i s t i n c t f r o m i t , is w o r t h y of c o n s i d e r a t i o n here. I t c o n cerns t h e F e d e r a l S t a n d a r d s of I d e n t i t y a n d t h e influence t h e y w i l l h a v e o n o u r m a r k e t i n g of n e w p r o d u c t s t o t h e f o o d i n d u s t r i e s i n t h e f u t u r e . I t s h o u l d be



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ADVANCES IN CHEMISTRY SERIES

recognized f r o m the s t a r t t h a t a p p r o v a l of a new food a d d i t i v e u n d e r the A m e n d m e n t i n v o l v e s a n added c o n s i d e r a t i o n , i f i t is t o be used i n a s t a n d a r d i z e d food. T h u s , w h i l e a p e t i t i o n e r c a n p i n p o i n t h i s o b j e c t i v e w i t h f a i r c e r t a i n t y i n seeking a p p r o v a l for a n a d d i t i v e i n n o n s t a n d a r d i z e d f o o d s — t o e s t a b l i s h safety a n d u t i l i t y — i n the case of s t a n d a r d i z e d foods, he m u s t also demonstrate t h a t the i n c l u s i o n of the a d d i t i v e as either a r e q u i r e d or a n o p t i o n a l ingredient i n t h a t food promotes honesty a n d f a i r d e a l i n g i n the interest of the consumer. T h e s a t i s f a c t i o n of t h i s l a t t e r r e q u i r e m e n t , because of its r e l a t i v e l y tenuous n a t u r e , c a n be a n e x t r e m e l y d r a w n out process i f controversies arise r e q u i r i n g p u b l i c hearings. B e c a u s e of the i n c r e a s i n g n u m b e r of foods for w h i c h s t a n d a r d s are being e s t a b l i s h e d , w e c a n p r e d i c t a slower rate of acceptance of new a d d i t i v e s for these foods as we progress t h r o u g h the 1960's. T h e r e w o u l d a p p e a r to be no i n s u r m o u n t a b l e hurdles t o overcome w i t h r e g a r d to federal s t a n d a r d s , b u t t h e y nonetheless w i l l deserve c a r e f u l c o n s i d e r a t i o n b y those of us c o n t e m p l a t i n g t h e d e v e l o p m e n t o f a d d i t i v e s for use i n s t a n d a r d i z e d foods. N o w t h a t we h a v e considered b r i e f l y some of the i m p l i c a t i o n s of the F o o d A d d i t i v e A m e n d m e n t a n d F e d e r a l S t a n d a r d s of I d e n t i t y o n the d e v e l o p m e n t of food a d d i t i v e s i n the s i x t i e s , perhaps i t w o u l d be a p p r o p r i a t e t o l o o k a h e a d a n d speculate on w h i c h areas i n the food field w i l l p r o b a b l y offer the greatest r e w a r d s for the c h e m i c a l m a n u f a c t u r e r d e v e l o p i n g food a d d i t i v e s . F i r s t a n d most s t r i k i n g of these fields is t h a t encompassing the s o - c a l l e d convenience foods. I n s t a n t d r i n k s , frozen vegetables, c a k e m i x e s , a n d frozen p r e c o o k e d d i n n e r s are b u t a few examples of such convenience foods w e l l k n o w n t o us a l l . T h e o b j e c t i v e of p r o d u c i n g foods of s t a n d a r d or u n i f o r m q u a l i t y is another i m p o r t a n t goal of the food i n d u s t r y . A r e l a t e d o b j e c t i v e is the development of foods w i t h i m p r o v e d s t a b i l i t y i n w h i c h i n i t i a l freshness a n d d e s i r a b i l i t y w i l l be r e t a i n e d d u r i n g p r o l o n g e d shelf l i f e . A s a more enlightened p u b l i c becomes i n c r e a s i n g l y a w a r e of the need for adequate n u t r i t i o n , the field of foods e n r i c h e d o r f o r t i f i e d w i t h v i t a m i n s a n d a m i n o a c i d s w i l l assume s t i l l greater i m p o r t a n c e i n the y e a r s t o come. I t is conceivable t h a t as these m a r k e t s grow a n d as p u b l i c e d u c a t i o n i n n u t r i t i o n progresses, there w i l l be a consumer d e m a n d for foods w i t h g u a r a n t e e d , s t a n d ardized nutritional value. I n considering new a d d i t i v e s for a n y segment of the food i n d u s t r y , i t s h o u l d be recognized t h a t i n general, food m a n u f a c t u r e r s a r e interested i n s e l l i n g food p r o d u c t s , not a d d i t i v e s . A d d i t i v e s w i l l be of interest o n l y i n so f a r as t h e y benefit the consumer, either d i r e c t l y or i n d i r e c t l y , b y m a k i n g a v a i l a b l e m o r e food? w h i c h are convenient, cheaper, m o r e wholesome a n d n u t r i t i o u s , m o r e stable, etc. A d d i t i v e s are o n l y one means for p r o d u c t i m p r o v e m e n t a v a i l a b l e to t h e f o o d m a n u f a c t u r e r . T h e s e are b u t a few of the factors w h i c h we a t M e r c k w i l l be t h i n k i n g a b o u t as we m a r k e t new food a d d i t i v e s b o t h n u t r i t i v e a n d otherwise i n the 1960's. R e c o g n i t i o n of the F o o d A d d i t i v e A m e n d m e n t a n d other factors too numerous t o cover here w i l l shape our m a r k e t i n g p l a n s for food a n d food a d d i t i v e s i n the y e a r s to come. W e w i l l a l l be f a c i n g some new p r o b l e m s i n i n t r o d u c i n g our p r o d u c t s to the food i n d u s t r y or the consumer, b u t most of us do not feel t h a t these w i l l be a serious i m p e d i m e n t to t h e r a p i d g r o w t h of the k n o w l e d g e of food technology a n d h u m a n n u t r i t i o n , expansion of the m a r k e t for food a n d




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food a d d i t i v e s a n d t h e general i m p r o v e m e n t of t h e q u a l i t y a n d s a f e t y of o u r food s u p p l y . W e l o o k f o r w a r d t o the c o m p e t i t i v e 1960's as a golden o p p o r t u n i t y for c h e m i c a l m a n u f a c t u r e r s a n d food processors a l i k e t o m a k e v a l u a b l e c o n t r i b u tions b o t h t o t h e p u b l i c w e l f a r e a n d t o t h e i r c o m p a n y ' s g r o w t h a n d profits. T h e r e a l i z a t i o n of these o p p o r t u n i t i e s depends i n n o s m a l l measure o n t h e c o n t i n u i n g a n d close cooperation a m o n g a l l of us responsible, either d i r e c t l y or i n d i r e c t l y f o r t h e n a t i o n ' s food s u p p l y , the food i n d u s t r y , t h e c h e m i c a l m a n u f a c t u r i n g i n d u s t r i e s , a n d t h e G o v e r n m e n t , o n b o t h federal a n d state levels.

American Chemical Society Library 1155 IN 16ttlSUN.lt CHEMICAL MARKETING THE COMPETITIVE SIXTIES Advances in Chemistry; American Chemical Society: Washington, DC, 1959. Washington, D.C 20036

chemical marketing in the competitive sixties - ACS Publications

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