Saanroo Announces New Leadership Appointments in North and Latin America

Saanroo has announced a significant expansion of its commercial and technical footprint through two high-profile appointments in North America and Latin America.^1,2 These moves reflect the company’s strategy for regional market adoption and the nutraceutical and functional food sectors, company press releases state.

Industry professionals can engage with the expanding Saanroo team at the upcoming Natural Products Expo West, March 3–6, 2026, at booth 4263.

Strengthening the North American Technical-Commercial Bridge

In a move to solidify its presence in the North American market, Saanroo has appointed Viral Shah as Senior Business Development Director. Shah brings over 15 years of experience spanning formulation science, product innovation, and commercial strategy. He recently led wellness categories at Walmart, where he oversaw the launch of hundreds of innovative products across omni-channel platforms.

At Saanroo, Shah’s primary mandate is to translate complex scientific data into unique value propositions that resonate with brand leaders and R&D teams, a February press release explains. He holds an MS in Pharmaceutical Science and has experience in development and formulation in FDA-regulated environments.

Shah highlighted the importance of Saanroo’s research publications and scientific integrity. “There is an increasing demand for ingredients that are not only innovative but also clinically validated and commercially practical,” Shah noted, also stating that his goal to turn "strong science into successful product launches."

“Viral brings a rare combination of scientific depth and commercial execution,” said John Quilter, CEO of Saanroo. “His experience across regulated product development, retail strategy, and ingredient innovation strengthens our ability to support partners with insight that is both technical and practical. His leadership will play a key role in advancing our science-driven approach.”

Strategic Entry into Latin America

Simultaneously, Saanroo has officially established its first regional hub in Mexico to serve the burgeoning Latin American market. To lead this expansion, the company appointed Evelyng Ordaz Santana as Business Development Manager to provide technical collaboration and outreach with supplement manufacturers to support product development and long-term growth, a press release from the company explains.

A food engineer with more than 20 years of experience, Santana has held technical services, sales, and business development roles at companies including IFF, Kerry, Takasago, and Danisco.

Santana explains that manufactures are seeking a combination of scientific rigor and knowledge of a region’s market. “My focus is to expand Saanroo’s reputation as that reliable, science-driven partner in the nutraceutical space,” she states. “By combining deep technical understanding with strong relationships, my goal is to support manufacturers in bringing well-designed, evidence-based products to market across the region.”

CEO John Quilter highlighted that Latin America represents one of the most "compelling growth opportunities" globally. “We’re committed to serving this market the right way, with local expertise, technical excellence, and genuine partnership,” he explains. “Evelyng brings exactly the combination we need—deep technical knowledge, extensive industry relationships, and an understanding of what supplement manufacturers in this region actually need to succeed.”

New Name, Same Mission

At SupplySide Global 2025, Nutritional Outlook spoke with Quilter about the company’s new name.³ Formerly Gencor, the company rebranded in late 2025, adopting the new name as a nod to the Tamil word “sanru” meaning “evidence,” reflecting the company’s commitment to deliver innovative, evidence-based ingredients. The company states that its mission is to deliver clinically validated botanical ingredients across pillars such as longevity and gender-specific health. “Over our years, we've invested in 50 plus clinical studies,” Quilter stated. “We've invested in excess of $15 million in clinicals. So we're very dedicated to the science. And Saanroo gives us a vehicle to show to the industry what we're about, and really it's about helping our customers, consumers, to bring these fantastic technologies to market.”

This article was created with assistance from AI. The content has been reviewed and edited by Erin McEvoy, Associate Editor. For more information on the extent and nature of AI usage, please contact us.

References

1. Saanroo. Saanroo Appoints Viral Shah as Senior Business Development Director, North America. Press release provided via email February 26, 2026. Accessed February 26, 2026.
2. Saanroo. Saanroo Expands Business Development Presence in Latin America. Press release provided via email February 20, 2026. Accessed February 26, 2026.
3. Krawiec S. John Quilter on Gencor's new nutraceutical arm, Saanroo. Published October 30, 2026. Accessed February 26, 2026. https://www.nutritionaloutlook.com/view/john-quilter-on-gencor-s-new-nutraceutical-arm-saanroo