#Israel #Nutraceuticals #Modi'in #Novella #Antonio Martinez

Antonio Martinez Descalzo Appointed CEO of Novella Innovative Technology

In a strategic move aimed at bolstering its operational capabilities, Novella Innovative Technology, Ltd. has announced the appointment of Antonio Martinez Descalzo as its new CEO. This decision marks a pivotal juncture for the company, known for its innovative plant-cell-based ingredients, as it transitions from a rigorous research and development phase to full-scale commercial operations. The announcement was made on March 10, 2026, and aims to harness Martinez's extensive expertise in the health and nutraceutical sectors to drive the company's global expansion.

A Leader in Nutraceutical Innovations

Antonio Martinez brings over 20 years of leadership experience in life sciences, particularly within the nutraceutical and health industries. Before joining Novella, he held key positions at the food and beverage giant ADM, including Vice President of Innovation and Business Development for the health and wellness division. His previous engagements have made him a pivotal figure in promoting branded ingredients across various international markets. Notably, Martinez has shaped strategies within the probiotics sector and contributed significantly to the International Probiotics Association (IPA).

Kobi Avidan, Chairman and co-founder of Novella, expressed confidence in Martinez’s leadership, stating, "2026 marks a crucial operational year for Novella. With pilot production successfully completed, we're advancing into full-scale industrial manufacturing to meet the growing global demand for precise and high-potency botanical ingredients. Martinez's unique background provides the strategic direction we need to achieve commercial success.”

Innovative Technology and Sustainability

At the core of Novella's advancements is its proprietary AuraCell™ technology. This innovation enables the cultivation of bioactive botanical compounds directly from plant cells under controlled conditions, minimizing resource use while maximizing purity and nutritional value. This new paradigm in nutraceutical sourcing not only ensures the standardization of phytonutrients but also eliminates wastage associated with traditional agricultural practices.
The first product launched utilizing this technology is Novella Strawberry, a potent ingredient that captures the essential compounds of strawberries, including antioxidant-rich phenolic acids. This product is already available for industrial validation, pushing the boundaries of what's possible in the nutraceutical market.

The Emergence of Precision Botanicals

Martinez describes this venture into precision botanicals as groundbreaking. He states, "We're introducing a new category of 'Precision Botanicals' into the nutraceutical landscape, focusing on sustainable practices that yield standardized botanical ingredients while adhering to regulatory and consumer demands. Given the fragile nature of traditional botanical supply chains, our technology enhances stability and consistency, protecting against climate variability and stabilizing prices.”

Establishing Strategic Partnerships

Over the past year, Novella has begun commercial production of Novella Strawberry in collaboration with Chemo Biosynthesis, Srl—a contract development and manufacturing organization serving the pharmaceutical sector. This partnership allows Novella to seamlessly integrate its proprietary technology with Chemo's operational capabilities, ensuring the delivery of high-quality ingredients at scale.

Martinez emphasizes the advantages of this lean production model, which reduces the need for extensive capital expenditures. This model allows for high-volume production of naturally derived ingredients with pharmaceutical-grade precision, aligning with Novella’s commitment to quality and safety.

Looking ahead, Novella's commercial launch of Strawberry is set for 2027, marking its entry into the lucrative North American nutraceutical market, valued at approximately $60 billion. In addition to Strawberry, Novella is fast-tracking the release of several other whole-cell ingredients in the pipeline.

Parallel to its commercial ambitions, Novella is focusing on strengthening its development framework through partnerships with esteemed contract development and manufacturing organizations, including CPI and Extracellular Ltd. Recent achievements also include securing grant approval from the European Institute of Innovation and Technology (EIT) to enhance downstream processing for plant cell culture, attesting to Novella's position as a leader in sustainable biotech innovation.

Kobi Avidan concludes, "The joining of Martinez to our team, along with these strategic collaborations, will create a resilient ecosystem aimed at disrupting traditional nutraceutical supply chains. Our goal is to transition effectively from a start-up to a fully operational production entity."

About Novella

Novella Innovative Technology is pioneering biotechnological solutions via fruit- and vegetable-derived cell complexes that contribute to sustainable wellness products. Leveraging its AuraCell™ platform, Novella delivers whole-cell plant ingredients that retain comprehensive bioactivity, paving the way for the next generation of supplement innovations.

For more information, visit Novella’s website.