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PharmaCare US makes key leadership changes to usher in next chapter

PharmaCare’s Javier Aste shares the company’s goal of expanding its brand and portfolio in the U.S. market.
Javier Aste
Javier Aste, president of the Americas, PharmaCare

PharmaCare US, a specialty generic and brand pharmaceutical wholesaler and maker of Sambucol Black Elderberry Advanced Immune products, is focused on supporting the health and well-being of consumers. Established in 2009, the company is looking forward to the next chapter of leadership and has announced two executives with diverse backgrounds in the consumer packaged goods industry.  

Recently, the company appointed Javier Aste as new president of the Americas and Jeff Dotzler as new vice president of sales for North America. Art Rowe-Cerveny, founding member of the company’s U.S. division, will now serve as the executive vice president of marketing for the Americas.  

[Read more: Immunity supplements are the new multivitamin: Cold-and-flu seasonal sales spike has blossomed to 365 wellness. Get busy]

Recently, Aste spoke with Drug Store News about the leadership changes and the company’s growth strategy.

Drug Store News: PharmaCare announced leadership changes recently, can you tell us what that means for the company?
Javier Aste: PharmaCare’s success story has been and will continue to be enriching people’s lives through health and wellness. As the company continues to expand its footprint globally to reach more and more consumers worldwide, talent and development is a pillar of the company’s future. These changes will bring broader views, operational discipline and experiences that will add further value to the operation immediately. 

DSN: What are the company’s short-term and long-term plans?
JA: We strive to be different, innovative and surprising, and to always make a positive difference. Specifically for the U.S. in the short term, we aim to double the number of Sambucol shoppers to empower more people to take control over their own health through natural immune support. In the medium to long-term, our goal is to expand our brand and portfolio in the U.S. market.

“As the company continues to expand its footprint globally to reach more and more consumers worldwide, talent and development is a pillar of the company’s future.”

DSN: What will be the focus of the company going forward?    
JA: We will continue to drive consumer awareness, drive our distribution to new heights with our partners at The Emerson Group, and drive consumer innovation for now and years to come to remain the leaders of the black elderberry category and be the preferred supplier of our retailers.

[Read more: Cough-cold category recuperating in 2021]

DSN: What will the new strategy mean for product development and for consumers?    
JA: Innovation is the lifeblood of PharmaCare globally, and the U.S. market represents a huge opportunity for extending our brands and product portfolio. Today, the U.S. has a relatively small footprint when compared to global, which launched more than 100 new SKUs in our last fiscal year alone. The new strategy leverages on the global capabilities while the U.S. team designs our future innovations focused on the market needs.  

DSN: What trends do you see in the supplement market in the next five years?
JA: There are clear signs that supplements are becoming an even bigger part of our lifestyles worldwide, and delivery formats have a huge role to play as we have seen already — but there is still much more to come. Easy access and availability (from the shelf to metaverse and beyond) will be a key driver for consumer usage and a KPI to gain share amongst manufacturers and retailers. Also important to mention is how the shopper continues to evolve and become more informed — they will seek more value for their money. This is great news for Sambucol, as we want to become the No. 1 natural immunity supplement brand in the U.S. and worldwide.

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