Dr. Winston Samuels and Marilyn Samuels (center) with Roanoke City Manager Chris Morrill and Ann Blair Miller of Roanoke Regional Partnership.
Maxx Performance, which specializes in encapsulation and microencapsulation technology (used in the food industry), plans to open an R&D facility in Roanoke during the next three years. It will invest $700,000 and employ between 12 and 15 people. The facility will be in the old Valley Rich Dairy building on Aerial Way Drive.
The privately-held company's headquarters are in Chester, N.Y. It was established in 2004.
According to a press release, "The company’s products mask taste and off-odors, extend shelf life, and enhance flavor and texture to help manufacturers overcome application and processing challenges, optimize product delivery, and improve time to market."
“Our new Virginia-based facility will house a state-of-the-art application test center where customers can evaluate our ingredients in their products and develop formulations that can be scaled up,” says Dr. Winston Samuels, president and CEO. “It will also allow us to work with the brightest minds at Virginia Tech to innovate more of the practical applications our customers need to succeed. Locating our facility in Roanoke enables us to give back to the region some of what was given to us while we were students at Virginia Tech.”
The release explains that "microencapsulation is at the leading edge in food formulation technology. For example, bitter tastes such as caffeine, green tea extract or certain vitamins and minerals can provide healthful benefits but affect how foods taste. Microencapsulation, containing these ingredients and their tastes in microscopic capsules, enables the tastes to be managed within a completed product and, for example, reduce the need for artificial sweeteners."