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Novella Innovative Technology, Ltd., a specialist in plant-cell-based ingredients, has appointed Antonio Martinez Descalzo as its new CEO. The appointment marks a strategic pivot for the startup as it transitions from a focus on intensive research and development toward full-scale commercial operations. Martinez Descalzo, a veteran of the biotech and nutrition sectors, is tasked with leading the company’s expansion into the global nutraceutical market.

Strategic Leadership for Commercial Expansion

Martinez Descalzo joins Novella with over 20 years of leadership experience in life sciences and nutraceuticals. He previously held senior roles at ADM, including Vice President of Innovation and Business Development Director for the health and wellness division. His background includes significant experience in scaling branded ingredients across international markets and serving on the Board of Directors of the International Probiotics Association (IPA).

According to Kobi Avidan, Chairman and co-founder of Novella, the transition to full industrial manufacturing in 2026 requires a leader with a proven record in global commercial strategy. The company has completed its pilot production phase and is now scaling to meet international demand for high-potency botanical ingredients.

Establishing the Precision Botanicals Market Category

A central part of Novella's commercial strategy is the introduction of a "Precision Botanicals" category. Utilising its proprietary AuraCell technology, Novella cultivates bioactive botanical compounds directly from plant cells in controlled environments. This process bypasses traditional agricultural requirements, such as growing whole plants, which significantly reduces resource consumption and waste.

This cultivation platform is designed to address several B2B supply chain challenges:

• Ingredient Consistency: Delivering standardised phytonutrients regardless of harvest variability.

• Supply Chain Resilience: Protecting production from climate fluctuations and environmental instability.

• Regulatory Alignment: Providing consistent volumes that meet strict purity and potency requirements.

Industrial Manufacturing and Strategic CDMO Partnerships

To facilitate its move into full-scale production, Novella has established several partnerships with Contract Development and Manufacturing Organisations (CDMOs). The company’s primary product, Novella Strawberry—a whole-cell strawberry ingredient rich in phenolic acids—is currently in production at Chemo Biosynthesis facilities in Italy.

Through the partnership with Chemo Biosynthesis, Novella is integrating its technology into pharmaceutical-grade facilities to produce high volumes of its whole-cell ingredients. Additional collaborations with the Centre for Process Innovation (CPI) and Extracellular Ltd. are focused on optimising upstream and downstream biomanufacturing processes.

Market Outlook and Future Rollout

Novella is targeting the $60 billion North American nutraceutical industry for its initial commercial rollout, projected for 2027. The company’s expansion is supported by a January 2026 grant from the European Institute of Innovation and Technology (EIT), which acknowledges the sustainability and economic viability of its cultivation methods.

By utilising a lean production model that leverages existing pharmaceutical-grade infrastructure rather than building capital-intensive facilities, Novella intends to disrupt the traditional botanical extract supply chain. The company currently has a pipeline of additional whole-cell ingredients in development to follow the commercial release of its strawberry platform.