The global Stevia market has seen intense activity through 2009, following the FDA’s letter of no objection to GRAS in December 2008, and more recently, the French governments’ approval for stevia extracts with 97 percent purity Rebaudioside A (Reb A). This growth has led to the emergence of 7 challenges, according to a new position paper released in view of the Stevia World Europe summit.

The position paper, entitled “Stevia as a Mainstream Sweetener! Emerging Sustainability & Market Challenges,” is available at www.steviaworldforum.com as a complimentary download.

Some of the upcoming challenges discussed in the paper include:

• Supply reliability of high quality stevia leaves (> 90% Stevioside content)
• Competitive cost structure for upstream, midstream extraction and downstream production
• Shifts in taste preferences - flavor masking technologies
• Complexities in managing supply chain

…plus many more.

Issues explored in “Stevia as a Mainstream Sweetener! Emerging Sustainability & Market Challenges” form the focus of the timely Stevia World Europe, which meets in Frankfurt on 18 November 2009.

Stevia World Europe is the first European stevia conference that convenes after France approved Rebaudioside A (Reb A) sweeteners in September 2009, and will see participation from Stevia and Rebaudioside A (Reb A) buyers, sellers, regulators & F&B Executives.

In-depth discussions at the conference will centre on the latest regulations, products, technologies, tools, techniques, and services in the Stevia Value Chain, with insights from leading Stevia producers including PureCircle, Blue California, Greensweet SAS and Morita Kagaku Kogyo Co., the European Stevia Association and European Commission as well as end-user companies Symrise and Coca-Cola.

The conference is supported by leading stevia industry associations including the European Stevia Association (EUSTAS), the Japan Stevia Association, the Paraguay Stevia Chamber and the American Botanical Council.

Visit www.steviaworldforum.com for immediate access to the “Stevia as a Mainstream Sweetener! Emerging Sustainability & Market Challenges” paper. Contact Ms. Jaime at +65 6346 9145 for more information on participation, sponsorship or media exchange opportunities at Stevia World Europe.

Schedule of events: http://www.steviaworldforum.com/downloads/091146.pdf