Starchology? National Starch's new buzzword for its science and art in starch

National Starch has a new word for the driving force behind all the technologies, capabilities and ingredient solutions the company provides customers: STARCHOLOGY.

STARCHOLOGY is the centerpiece of a new identity that National Starch presented at the IFT Food Expo.

“What’s the source of the value National Starch provides? It’s our people living our Core Principles of deep understanding, passionate determination, relentless innovation and more,” said Tony DeLio, National Starch global vice president, marketing and innovation. “That’s how we can bring our customers unique problem-solvers like DIAL-IN Texture Technology for the shortest path to the perfect texture. And QNaturale beverage emulsifier that gives drinks stability and clarity. STARCHOLOGY is the guiding force behind our mutual value – creating win-win solutions that benefit our customers.”

National Starch’s new global marketing campaign focuses on how the world of food is reacting to STARCHOLOGY. Costly ingredients such as tomatoes and butter, for example, are concerned about being pushed aside by STARCHOLOGY solutions. The tongue-in-cheek ads will appear in print and online to help make food and beverage manufacturers aware of how National Starch’s experts can help them overcome their challenges.