Natrocell Technologies, the company behind what claimed to be the worlds first and only all-natural rat and mouse killer, has recently gone into administration.
As a company, Natrocell has had a somewhat chequered career and this move into administration is just the latest set-back. Rights to these products, which originated in the USA, were acquired by a group of investors over 10 years ago. Initial attempts to market them floundered. There were not only efficacy, but also product registration, problems. The position was further not improved when their adverts were the subject of an upheld complaint to the Advertising Standards Authority in 2003. Cash flow issues seem to have been a recent problem, not to mention an investigation by the Financial Services Authority.
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Despite repeated attempts to establish the precise trading position with Martin Holland, the apparent controlling interest in Natrocell, nothing has been forthcoming and promised return calls have not materialised. The products are all based on powdered corn-cob – a natural material composed of selected ground fragments of the woody ring tissue of de-seeded corn-cobs – in other words maize (Zea mais). From day-one, the traditional UK pest control market was somewhat sceptical as to their efficacy. In brief, rodent death was reported to be caused by dehydration. However, their demise is to be mourned as their mode of action is unlike anything else on the market (so providing an alternative to rodent resistant chemicals) and their ‘green’ credentials fit well with the current market swing. Both Eradibait and Eradirat were aimed at the professional market with sales into the UK and Northern Ireland covered by Ilex EnviroSciences, based in Market Rasen, Lincolnshire. It is believed sales quantities were very low and it was recognised that this market still required considerable development – a case of ‘work in progress’. The Growing Success Rat & Mouse Killer products were sold via garden centers and DIY stores such as Wilkinson”s, B&Q and Homebase. An interesting point is, what is going to happen to the product’s registration as this was progressing through the various Biocidal Products Directive hoops?
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