Market Actives, LLC provides ingredient solutions for safety, sustainability & marketing. It’s an eclectic mix of our own expertise in chemistry, formulation, regulatory compliance and marketing complementing the world class resources of our partner companies. We are passionate about the health and safety mission of the Bitrex brand! Our work saves lives and reduces accidental ingestion of household products for children & pets. We help CPG brands protect billions in sales & the brand images of the leading laundry detergents, cleaners, antifreeze, pesticides and air care products. We work to help the exposure of US kids with lead paint poisoning in older homes through bitter paint treatments and encapsulation coatings. Typical projects start when a Chemist, R&D Director or Marketing Manager determines a product in could be harmful if misused. Bitrex chemists help formulate the "bitterant" or "aversive" into laundry products, bathroom cleaners, roach gel, nail polish remover or even electronic device (think Nintendo Switch). Next, our sensory scientists run "bad taste" efficacy tests for Bitrex Certification. Everything gets tasted by humans; how else do we know if its bitter enough? Tests are run at independent labs under strict ethical guidelines for human testing protocols. We also help implementation the use of Bitrex in manufacturing without driving production workers crazy with the world’s most bitter taste. Then the fun part: working with Marketing, Legal & Corporate Communications to ensure we protect the brand and help drive sales. We partner on marketing and sales communications to position Bitrex as a safety benefit for individual brands, retailers & entire industries. Safety is a primary factor in purchase intent & a core value of all leading companies. Safety education & learning about Bitrex, even tasting it, is interesting & highly emotional. We all instinctively want to protect children. We all instinctively react to bitter taste.