EXCERPT FROM THE JSFB. SUBSCRIBERS CAN READ THE FULL ARTICLE IN THE FEBRUARY 2014 EDITION.
It is our vision to lead the global expansion of stevia as the next mass volume natural sweetener and encourage healthier diets through the supply of natural ingredients to the global food and beverage industry. And it is our mission to scale stevia as the next mainstream natural sweetener. PureCircle is committed to this mission and has deeply invested in all aspects of stevia from farming, extraction and purification to R&D, innovation, application support, consumer communication and advocacy. PureCircle’s commitment to mainstream stevia as the next natural sustainable sweetener is being made possible because of tightly controlled supply chain. Tight control has enabled PureCircle to conduct the stevia industry’s first carbon and water footprint, establish a metric to measure its calorie impacts and enable establishing a sustainable agricultural policy that is being rolled across 25,000 farmers.