Operating as BGG World, the HQ in Basel will be managed by newly appointed CEO Jürgen Nelis (pictured), supported by Thomas Adler, who joins as global commercial director to spearhead the company’s international corporate strategy.

The company says the opening of the BGG World HQ represents a significant leap forward for its global expansion efforts.

The family-owned company, which is based in Beijing, is implementing a transformative plan to build on more than 25 years of continuous growth by fostering deeper relationships with its international customers and partners, while maintaining its strong production and R&D roots in China.

Centralizing critical international functions in Switzerland will streamline the alignment of BGG’s offer with its customers’ own strategies, meeting their needs more efficiently and enhancing risk mitigation within the global supply chain.

The realignment will also leverage the significant market opportunities that exist for BGG’s innovative technology platforms and diverse product portfolio.

“As we internationalize our organizational structure and operating model, we will be investing heavily in our commercial organization. We are currently hiring several sales managers in Europe and the US, and by doing so we will more than double our customer-facing resources in these key markets,” said Nelis.

“At the same time, BGG will continue to invest in its asset base and in human clinical trials for its core products,” he added.

Established in 1995, BGG’s speciality lies in harnessing the power of fruit extracts, marine botanicals, herbal essences, natural vitamins, and unique sweeteners and flavor enhancers.

The BGG product range includes AstaZine (astaxanthin). ApplePhenon (apple polyphenols), CyaniMax (cyanidin 3 glucoside), FucoMax (fucoidan), LingonMax (lingonberry extract)

MyrtiPRO (bilberry extract), TheraPrimE (blend of tocotrienols and tocotrienols-tocopherols), and ThinOgen (fucoxanthin).