Randox Food Diagnostics has announced the first tranche of roadshows within a major series targeting the honey market this year for antibiotic screening. Now supplying the top three processors in Europe, the move marks the start of a new strategic approach by the UK-headquartered firm to increase face-to-face engagement with the market.
Business development manager Aaron Tohill explained the rationale behind the move, "As the reputation of our patented multiplex drug residue screening system, BioChip Array Technology, continues to grow within the honey market, we’ve found the interest at conferences and exhibitions a revelation. Therefore we decided, rather than wait for events coming around, we would proactively create opportunities for the industry to experience BioChip Array for themselves."
Although not confined to these, initially the firm are targeting two strategic regions, as Aaron Tohill explained, "Building on the success of Apimondia in Ukraine we recognise the strength of the eastern European region, having been in Romania in January, with Poland planned for February, and Serbia in April. The other key region is Central America where we are planning a tour for Mexico in March, before arriving in Cuba in July. However we want to roll-out the demonstrations wherever demand arises so if producers in neighbouring countries or other regions are interested we are keen to hear from them.
"Developed through a decade of research and an investment of £200m, BioChip Array Technology can detect multiple antibiotics from a single honey sample, adding huge potential for savings via time and cost. Honey is a direct application so when customers witness the ease of sample preparation, speed and reliability of results (false positives <5%), our experience is they can clearly see the benefits of multiplexing via BioChip Array Technology. To secure a place at these events people can contact email@example.com. We expect demand for demonstrations to be strong, so we are looking forward to hitting the road more than ever."