ROHA Group, a global leader in food color solutions, announced a major strategic step in its long-term growth journey with the acquisition of Tebracc, one of Brazil’s foremost natural color manufacturers. Known for its strong expertise in annatto extraction and processing, Tebracc has built a reputation for high-quality natural pigments that serve food, beverage, nutraceutical, and pet food markets.
This acquisition signals more than just a business deal. It represents ROHA’s deepening commitment to the natural color segment and to securing a reliable, future-ready supply chain for its global customer base. By integrating Tebracc’s specialized capabilities, ROHA strengthens its leadership position in natural colors and fortifies its ability to respond to the rising consumer and industry demand for clean-label, plant-based solutions.
Responding to Shifting Consumer and Industry Priorities
In recent years, consumer expectations around food and beverages have undergone a dramatic transformation. Shoppers and diners are no longer satisfied with artificial ingredients and are increasingly looking for natural alternatives that not only deliver on performance but also align with their values around health, transparency, and sustainability.
This shift has fueled significant growth in the global natural color market, particularly in categories such as dairy, beverages, bakery, snacks, and confectionery. Natural pigments derived from sources like annatto, turmeric, beetroot, and paprika are in higher demand than ever before. However, with growth comes pressure—brands want not just high-performing solutions but also confidence in the security and stability of supply.
Mahesh Tibrewala, Managing Director of ROHA Group, emphasized this point while announcing the acquisition:
“Customers today are looking not only for high-performing, clean-label solutions, but also for the confidence that supply will remain stable as demand for natural colors continues to grow. With Tebracc joining the ROHA family, we are strengthening our leadership position in natural colors and ensuring that we can support our customers’ ambitions for decades to come.”
Tebracc’s Expertise in Annatto: A Strategic Advantage
Tebracc brings decades of specialized expertise in annatto, a natural pigment derived from the seeds of the achiote tree, widely used to impart shades ranging from yellow to orange-red in dairy, snacks, and processed foods. Brazil is a key region for sourcing annatto, and Tebracc has developed an integrated approach to extraction and processing that ensures consistency, quality, and reliability.
This deep expertise aligns seamlessly with ROHA’s broader portfolio of natural pigments, creating new synergies that will benefit customers worldwide. The acquisition also allows ROHA to achieve backward integration in annatto supply, ensuring raw material security and reducing exposure to volatility in global supply chains.
Strengthening Global Capabilities
The acquisition provides ROHA with several significant advantages, including:
- Backward integration and raw material security: By incorporating Tebracc’s sourcing and processing capabilities, ROHA can ensure a steady supply of annatto and other natural pigments.
- Expanded production capacity in Brazil: Tebracc’s facilities provide a stronger presence in Latin America, a vital region for natural color sourcing and agricultural innovation.
- A more diversified portfolio: Together, ROHA and Tebracc will offer an enhanced suite of natural color solutions across food, beverage, nutraceutical, and pet food categories.
- Greater reliability for global customers: ROHA customers will benefit from a stronger supply chain, more robust innovation, and greater assurance of quality and availability.
A Strategic Investment for the Future
The move is part of ROHA’s proactive investment strategy aimed at anticipating customer needs and building long-term capabilities. Over the years, ROHA has steadily expanded its presence across continents, blending research, manufacturing, and customer collaboration to become a trusted partner for global brands.
The acquisition of Tebracc underscores this forward-looking philosophy. It is not merely about expanding production or entering new markets—it is about reinforcing sustainability, resilience, and leadership in an evolving food ecosystem.
As Tibrewala explained:
“This is not just an acquisition – it is a transformational step. Together with Tebracc, we are building a stronger foundation for the future of food and beverage, reinforcing ROHA’s role as one of the global leaders in the natural color space.”
A Shared Commitment to Sustainability and Innovation
Sustainability remains a central theme in the natural colors industry. Consumers are increasingly attentive not only to what is in their food but also to how it is sourced and produced. Tebracc’s commitment to responsible sourcing in Brazil, combined with ROHA’s global sustainability initiatives, creates a powerful platform for environmentally conscious innovation.
Additionally, the combined expertise of both companies enhances their ability to respond quickly to evolving trends—whether it is the growing preference for plant-based diets, the demand for vibrant visual appeal in foods and beverages, or the increasing need for functional ingredients that deliver both color and added nutritional benefits.
