PureCircle Presents on Stevia's "Tipping Point"

PureCircle recently addressed European food and beverage executives on consumers’ acceptance of stevia, marking it as a mainstream ingredient. Speaking at the 7th Annual Senior Executive Summit of the European Networking Group in Amsterdam, Luca Quagliania, PureCircle’s vice president of sales for Europe, the Middle East and Africa, said, “We are past the tipping point,” noting 600 stevia-related product launches and a 91% spike in U.S. retail sales of products made with stevia in 2010. The presentation also included a summary of factors driving global demand and fueling growth; the success of product formulations across a wide range of applications; and the importance of maintaining tight supply chain control over the ingredient from plant breeding through finished product.

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