Natrocell Technologies, the company behind what claimed to be the worlds first and only all-natural rat and mouse killer, recently went into administration. However, arising like the proverbial Phoenix from the ashes, comes Zea Holdings.
In a press statement issued on 7 September, it was announced that on 3 September the registrations and assets of Natrocell Technologies Ltd (and its parent company Natrocell Shareholders Ltd) were purchased by a group of existing shareholders, forming a new venture called Zea Holdings Ltd.
This move comes in the wake of Natrocell Technologies having recently gone into administration.
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Over the years, Natrocell has had a somewhat chequered career and the move into administration was 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 the recent problem encountered by Natrocell, not to mention an investigation by the Financial Services Authority. 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) – hence the name of the new company. 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. It is good news that these products are to continue. 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. Martin Holland, a director of Zea Holdings commented: “We are delighted to have secured the business of Natrocell and after a period of instability we can now look forward to continuing our support of this unique product through the Biocidal Products Directive and in servicing both existing and new customers.” Both Eradibait and Eradirat are 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 are sold via garden centers and DIY stores such as Wilkinson”s, B&Q and Homebase. |
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