In a world fixated on calorie counts, consumers have long sought ways to indulge their sweet cravings without the risk of weight gain, while food and beverage manufacturers have struggled to meet this demand. Health concerns surrounding artificial sweeteners like saccharin have prompted a shift toward more natural alternatives. With an increasing emphasis on wellness, characterized by products with reduced sugar content and more natural ingredients, stevia has emerged as a frontrunner for both manufacturers and consumers alike.
As the new FDA-mandated nutrition labels are set to be introduced in the coming years, highlighting the amounts of added sugar, manufacturers are exploring strategies to market their products as healthy, natural, low-sugar, and low-calorie options. Utilizing a natural sweetener like stevia instead of artificial sweeteners or sugar could prove beneficial. In 2017, stevia was featured as an ingredient in over a quarter (27%) of newly launched products containing high-intensity sweeteners, particularly in categories such as snacks, sodas, dairy, juices, and other beverages. A strong endorsement for stevia’s potential comes from Coca-Cola, which plans to introduce a stevia-sweetened beverage in 2018.
The collaboration between PureCircle and farmers is timely, especially as the number of tobacco farms in North Carolina has declined due to reduced demand for their products. An October report from North Carolina State Extension indicates that while increased tobacco taxes will sustain revenues, the demand for tobacco will continue to diminish. Many farmers in the state are diversifying their crops; by replacing tobacco with stevia or implementing crop rotation, they can optimize their land use effectively. Although the transition to stevia as a tobacco substitute is still in its early stages, both farmers and manufacturers remain optimistic about its future. Furthermore, integrating calcitrate d into the farming process could enhance soil health, supporting sustainable agriculture practices as farmers adapt to these changes.