Stevia Industry Panel discussion, being Chaired by Angus Flood (SweetLeaf Sweetener) on 19 May 2010 (2nd SteviaWorld Europe, organised by CMT) in Geneva, as noted by Roland Lemaire. Photo: Roland Lemaire

James A. May (SweetLeaf Sweetener), about Food & Beverage opportunities:

“The taste of natural Stevia extracts is determined by several factors (variety of leafs, the soil, the climate, exposure to sunlight, harvest techniques, storage, extraction techniques, etc.) “. His advice to product developers is to  “try different Stevia extracts, blended with other flavours until you find the right taste”.

James Kempland (GLG Life Tech) talked about mainstreaming Stevia as a natural sweetener, not focussing solely on the zero calories. He talked about the new paradigm: Stevia being a new sweetener, blended or not. He also concluded that consumers decide what will be on the market.

Derek A. Newman (Zevia) focussed on the desirability of the industry as a whole and individual companies communicating the enjoyment of  products sweetened by Stevia and on promoting the connection with Stevia on labelling and in marketing communications..

To avoid confusion about the different terms used in the media James A. May gave the advice to read the available scientific books and studies about Stevia and its extracts (each stage of extraction changes the constituents). Angus Flood highlighted that in taste terms, Stevia, as a plant, is different from its various extracted forms (Stevioside, Rebaudioside A, etc.). He added, the extract taste quality  is significantly affected by the processing environment. Joel Perret (Stevia Natura) commented that from a consumer perspective, it is very important to use the right terms, especially in Europe. In France the media created confusion when they announced that Stevia was allowed (yet in France only Rebaudioside A with a purity of 97% is allowed).

The speakers agreed on the benefit of working together and helping each other (US, EU, etc.). It was further agreed that a Global stevia organisation would be timely and necessary to the continuing successful development of this emerging industry. All speakers emphasised the absolute safety of Stevia extracts as natural sweeteners and the support of the US FDA, WHO JECFA and the EFSA safety committees in bringing stevia as a permissible ingredient to the consumer who is seeking demonstrably natural, zero calorie sweetening in an ethical sourcing context.