Swedish brand REAL STEVIA to be launched in France in a new product range

Following the "Reb A" approval in France last week, REAL STEVIA, the Swedish brand of sustainably sourced high purity stevia extracts, will shortly be launched on the French market in a line of innovative products, which use REAL STEVIA as a sweetener.

«I am delighted that stevia is finally authorized on the French market. REAL STEVIA meets French consumers' growing demand for healthier and more ethical products. Our commitment to quality and sustainability allows us today to meet this demand, while contributing to fight against obesity and excessive consumption of artificial ingredients » says Carl Horn af Rantzien, founder and CEO of Granular, who markets REAL STEVIA to the Food and Beverage industry.

REAL STEVIA, A QUALITY BRAND FOCUSED ON SUSTAINABILITY

A responsible producer

REAL STEVIA is committed to focus on social, economical and environmental responsibility throughout its supply chain.

A social and economical commitment:

• REAL STEVIA producers are guaranteed a substantial additional income from stevia leaves while they continue to cultivate their subsistence crops (corn, manioc, beans, etc). Its current supply contracts concern 590 small scale family-run farms, thus contributing to improve the quality of life of 4000 people.
• REAL STEVIA is engaged in the creation of producers' cooperatives and committees
• No or minimal starting capital for its producers, since they are each provided with 0.5 ha of stevia plants, which will give them 15 harvests over 5 years)
• Delivering free training to its producers on stevia cultivation and general organic farming.
• Providing school supplies to the producers' children

A qualitative and ethical commitment:

• Full traceability of REAL STEVIA.
• Internal and external quality control all along the supply chain.
• A close partnership with local NGOs and the Ministry of Agriculture in Paraguay.

An environmental commitment:

• Small scale farming and environmentally friendly processing methods.
• Financing of producers' organic certification.
• A growing share of the leaves are organic certified: 17% of Real Stevia leaves are certified organic (IMO)

THE STORY OF A MAN AND OF A COUNTRY

The man behind the REAL STEVIA story is Carl Horn af Rantzien, a Swedish entrepreneur who has always been committed to public health issues (for example he co-created the project «A non smoking generation») in Sweden, in the 70's.

Carl's personal and family history has always been closely linked to Paraguay. Carl deeply cares for the Paraguayan people and is afraid that poverty and social tensions might destabilize the country and jeopardize democracy.

Thanks to a nutritionist, who was following an ill close family member, Carl discovered stevia and its amazing characteristics.

He then quickly saw in stevia the potential to offer a healthy ingredient that can change the daily lives of millions of consumers while being a tool for economic development and stabilization of democracy in Paraguay.

REAL STEVIA was created to grow and process stevia in an ethical and sustainable manner.

In 2006, as a result of his commitment to Paraguay he was awarded the title of Honorary Consul for Paraguay in Sweden.

ABOUT STEVIA

Stevia is a plant native of Paraguay, where native Guarani indians have been using its leaves to sweeten their herbal drinks for centuries. High purity stevia leaf extracts are authorized for use as a food additive (sweetener) in the USA, Australia, New Zealand, Switzerland, Russia as well as most countries of Asia and South America.

France is the first EU country to approve stevia extracts as a food additive. In Sweden, stevia plants and dried leaves are authorized for sale as long as there is no mention of their sweetening properties on the label.