Hoping for a brush with the big time (From The Northern Echo)

Hoping for a brush with the big time

9:13am Tuesday 30th October 2007 in

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AN Italian entrepreneur has moved to the North-East in a bid to make his groundbreaking dental product a success.

Roberto Giordan is tapping into the region's manufacturing expertise to help develop a teeth-cleaning device that he believes will revolutionise the dental industry.

The businessman has called on Gateshead-based C2M (UK) and appointed the firm's founder and chartered engineer, Gary Thompson, to put together a team to develop the idea.

Mr Giordan wants his company, VS Oraltech Solutions, to market the product, which he claims can clean teeth in 60 seconds by using an automated brushing device that also delivers toothpaste and mouthwash at the same time.

He said: "Essential toothbrush design has not changed for decades.

"They would work well if used constantly and correctly, but 80 per cent of the population do not use their brush properly.

"That is why there is a need for a system that simplifies and automates the process."

C2M works with companies from the ideas process to manufacture.

Founder Mr Thompson said: "We have helped lots of people who come to us with an idea.

"We turn their concept into a product and get it manufactured in the UK.

"As a member of the Federation of Small Businesses (FBS), I have lots of contacts in the organisation that I turn to for help.

"I strongly believe we should use manufacturing in the UK, because of its higher quality. By using colleagues in the FSB, we can help Roberto bring his product to the market."

Mr Giordan, who has also joined the FSB, said he was delighted with the way C2M were managing the project.

"Gary took on the device as project manager and it is now about to go through trials at Newcastle University," he said. "I've moved to the North-East and joined the FSB because I am impressed with how this project has been managed."

Mr Giordan plans to target the device - the design of which has not been publicised - to people with disabilities.

He said: "Those who cannot hold and control a conventional brush really struggle.

This device does not need hand movement. Also, the handle has been ergonomically designed because normal toothbrushes can be a real problem for those who cannot grip conventional brushes.