By tracing the market’s origins, drivers and future, Badarraco’s talk was the perfect “why” leading up to the more “how” presentations that followed. Joe Farinella, vice president of R&D (research and development) for Imbibe, began with a regulatory overview of natural flavors and coloring, and then provided an analysis of costs, supply chain issues and concerns in terms of formulation using natural colors and flavors and its impact on shelf-life, among other factors. A particularly fascinating case study in stability testing demonstrated what goes on behind the scenes in making the leap to natural coloring and provided insight into the challenges faced by suppliers and manufacturers when making the shift to natural colors and flavors.

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