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Novella appoints Antonio Martinez Descalzo as CEO to drive global expansion
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Thursday, 12 March, 2026, 14 : 00 PM [IST]
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Modi’in Israel
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Novella Innovative Technology Ltd., a developer of plant-cell-based nutraceutical ingredients, has appointed Antonio Martinez Descalzo as its new Chief Executive Officer to lead the company’s next phase of global commercialization and expansion.
Martinez, a veteran of the life sciences and nutraceutical sectors, brings more than two decades of international leadership experience. Prior to joining Novella, he held several senior roles at ADM, including Vice President of Innovation and Business Development Director for its health and wellness division. During his tenure, he played a key role in advancing branded health ingredients across global markets. He has also served on the Board of Directors of the International Probiotics Association, contributing strategic expertise in the probiotics and specialty ingredients space.
According to Kobi Avidan, chairman and co-founder of Novella, the appointment comes at a crucial moment for the company. “2026 marks a pivotal operational year for Novella. Having successfully completed pilot production, we are transitioning into full industrial manufacturing to meet global demand for precise, consistent, and high-potency botanical ingredients,” he said.
Novella is known for developing AuraCell Technology, a precision-cultivation platform that enables the growth of bioactive botanical compounds directly from plant cells in a controlled environment. The technology allows the production of standardized phytonutrients without the need to cultivate whole plants, reducing resource usage while ensuring consistency and purity.
The company’s first product, Novella Strawberry8, was introduced last year. The whole-cell strawberry ingredient contains a natural combination of bioactive compounds, including antioxidant phenolic acids, and is currently available for industrial validation and sampling.
To support commercial production, Novella has partnered with Chemo Biosynthesis Srl, the industrial division of Insud Pharma Group, which will integrate Novella’s proprietary technology into its manufacturing processes.
The company is also collaborating with Centre for Process Innovation and Extracellular Ltd. to strengthen its biomanufacturing capabilities. Additionally, in January 2026, Novella received a grant from the European Institute of Innovation and Technology to advance downstream processing for plant cell culture.
Commercial rollout of Novella Strawberry8 is expected in 2027, initially targeting the North American nutraceutical market, valued at around $60 billion.
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