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NOVOTEC® CB800 enables economical and environmentally friendly cleaning. GELITA presented its functional detergent additive at several trade fairs and congresses this year – and attracted considerable interest from trade visitors.

Novotec Brasiien

Team NOVOTEC Brazil: Sergio Oliveira and Daniella Serrano field questions


Novotec CB800

The German NOVOTEC team in a discussion at the SEPAWA Congress: Dr. Matthias Reihmann, Dr. Berthold Köhler and Nina Rittereiser


Novotec USA

The US NOVOTEC team is ready to go: Alycia Tarsi and Dr. Eric Yezdimer



The kick-off event was the biennial International Detergency Conference in Düsseldorf in April. Here, GELITA was represented with its own booth, and Dr. Matthias Reihmann, Head of Global Product Management Photo/ Technical at GELITA, gave a scientific presentation on the effectiveness of NOVOTEC® CB800 in cleaning products. In August, GELITA made use of the Household & Autocare Symposium in São Paulo, Brazil, to introduce this innovative product to the South American market. As at the Düsseldorf trade fair, the NOVOTEC® effect – the microscopically thin hydrophilic protective film simplifies the cleaning of various surfaces – attracted a great deal of attention. Daniella Serrano, Research & Business Discovery Manager Brazil, presented the product in a lecture and was invited to a panel discussion with other experts to discuss current trends in the industry such as natural raw materials, biodegradable products, and new packaging concepts.

The highlight was October with two consecutive events: NOVOTEC® CB800 was presented in the USA at the Cleaning Products US in Bethesda, Maryland, which was held this year under the motto “From sourcing to shelf: exploring the elements that go into creating successful Cleaning Products”. Sustainability was also a major topic at this industry meeting, and Dr. Eric Yezdimer’s presentation on GELITA’s natural performance additive was very well received.

This NOVOTEC® offensive was concluded at the SEPAWA congress in Berlin, an important meeting point for the detergents and cleaning agents industry in Europe. For the third time in a row, GELITA presented new findings on NOVOTEC® CB800 at the scientific Homecare Conference. The German team was supported this year by their US colleagues, and together they succeeded in initiating several global development projects with customers, dealers, and suppliers. Over the past three years, GELITA has developed from an unknown outsider in the cleaning industry to an attractive global additive manufacturer with a solid scientific background, whose expertise is also appreciated by industry leaders. Thanks to this increased level of awareness, NOVOTEC® CB800 is making its way into the global development centers of the cleaning industry, and the first finished products can already be found on supermarket shelves.

Alycia Tarsi
Tel. ++1 314 750 2058


Foto: iStock.com/deepblue4you

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