Nutri-Tech Start-up Novella Debuts New Line of Whole-Cell Cultivated Berry Phytonutrients

Nutri-Tech start-up Novella, Ltd. unveils prototypes of its new line of berry-derived bioactives. Charting a new course in the nutraceuticals industry, the start-up is in the advanced stages of developing intact-cell berry compounds grown outside of the plant using novel, precision-controlled-environment technology. The cutting-edge platform will ease some of the bottlenecks in the supply for high-demand berry ingredients within the global supplement space. The company will exhibit at SupplySide West; October 23-27, 2023, Las Vegas, booth # 1328.

Novella has opened a new facility comprising both its operational headquarters and a state-of-the-art pilot plant to accelerate the cultivation of whole-berry fruit cells from five varieties. Each variety is designed to meet distinct supplement market demands. Cultivation of the intact-cells in a precision precision-controlled environment preserves the integrity of the whole phytonutrients in the berries. Leading the project is Novella’s new CTO, Prof. Moshe Flaishman, Ph.D.

The main health benefit ascribed to berries as a general category has been their antioxidant capacity and related overall wellness attributes. But, thanks to research advances, we know much more about specific health condition categories that particular phytochemicals could help benefit, and which berries have higher concentrations of the compounds that confer these studied benefits. Novella will introduce a new supply channel for these high-value nutraceuticals currently in peak demand.

“Berries cultivated solely for supplements on average require about 2,000 acres to yield just one ton of polyphenolic compounds,” explains Itay Dana, co-founder and CBDO of Novella. “We have condensed that vast tract of agriculture into a 10K liter bioreactor that produces the same quantity of pure, high-value ingredients. This frees up valuable land for cultivating food crops and provides a host of other economic and environmental benefits, beginning with the complete elimination of waste. Our method requires minimal land, energy, and water usage and exerts a minimal carbon footprint. We can produce high-quality ingredients at affordable prices, independently of climate fluctuations, logistical challenges, or social and political constraints.”

Novella’s proprietary cultivation platform takes a whole-cell approach to providing much sought-after nutraceutical ingredients and involves no extraction processes. The company screens the plant’s tissues to pinpoint the areas of the plant harboring the highest concentration of compounds. The selected cells (callus) are grown in a closed, controlled system that stimulate natural propagation. Growth is maintained at a cellular level without the need of the whole plant.

The cells are then transformed, without the need for solvents, into a nutritious, highly bioaccessible and potent powder that the gastrointestinal system can readily absorb. “We perform a one-time selection procedure, taking tissue from the skin and flesh of the berries while the fruit is in it most potent stage” continues Flaishman.


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