In the keynote speech given in Shanghai at Stevia World 2009, the annual conference for producers and food and beverage companies, Dorn Wenninger, corporate VP supply chain for PureCircle, the major Reb A producer, announced that Reb A is now fully competitive with sugar for global brands with global volume. 

In the keynote speech given in Shanghai at Stevia World 2009, the annual conference for producers and food and beverage companies, Dorn Wenninger, corporate VP supply chain for PureCircle, the major Reb A producer, announced that Reb A is now fully competitive with sugar for global brands with global volume. 

At the conference, Wenninger shared key success factors in his presentation, “Key Success of Reb A to multinational F&B Companies.” He said, following FDA GRAS in December 2008 in the U.S.: “product development activity has been intense. To build on our continuing success, the global stevia industry must work together as a sustainable industry to tell the very positive story about stevia and the natural extraction methods used, which in many cases is supporting some of the poorest farming communities.” 

Wenninger continued: “At PureCircle, we have learned from other sweeteners that the key to a truly global success is to offer our sweetener - Reb A, an all-natural alternative to sugar with zero calories - at a fully competitive price at the earliest opportunity.”

As a result of PureCircle’s critical mass and global strategic collaborations with Firmenich, for example, that day has arrived. “This is a monumental shift for the natural sweetener industry, which PureCircle is proud to lead,” he said.

PureCircle
www.purecircle.com