The Slovenian rosemary extracts firm said that the move was in response to the growing demand for the company's products. There has been growing interest in plant-derived food additives as replacements to synthetic antioxidants like butylhydroxyanisole (BHA) and butylhydroxytoluene (BHT) for slowing the oxidative deterioration of food. "Rosemary has been traditionally used as an antioxidant and food preservative," said Ohad Cohen, CEO of Vitiva. "However, most processors don't use it since it has a strong odour that limits application." The new sales office will market Vitiva's line of all-natural extracts with antioxidative properties including Inolens, an oil-soluble rosemary extract with reduced odour and bitterness, and AquaRox, a water-soluble rosemary extract containing rosmarinic acid as its primary active ingredient. Vitiva's new product, Inolens 4, is a natural product derived from rosemary that protects seeds and nuts alone or in food products from oxidation and extends shelf life up to 70 per cent, according to the firm. "The French, Swiss and Benelux markets have greater awareness than many other markets for the importance of developing healthier foods, and Vitiva's innovative product line can improve their products' quality while setting new standards in extending shelf life for a wide range of applications," said Sinisa Colakovic, commercial director of the new operation. The market for rosemary extracts is already healthy. Suspicion over chemical-derived synthetic preservatives has pushed food makers to source natural preservatives such as rosemary extract instead, and market analysts Global Information pitch the global food preservative market at €422.7bn, reaching €522bn by 2008. Vitiva said that its full range of deodorised rosemary extracts is available in a wide range of concentrations. These pure extracts are soluble in oil or water, and are available in powder and liquid forms.