European stevia players discuss strategy and priorities

By Jess Halliday in Leuven

- Last updated on GMT

Related tags: Social responsibility, Marketing, European stevia association

Stevia standards, impending regulatory approval in Europe and corporate social responsibility are high on the agenda at the EUSTAS Stevia Symposium.

Angus Flood, head of international marketing at Pure Circle, explains why the symposium has evolved from a largely academic event to one where industry has a strong presence.

In France stevia is expected to receive ministerial sign off this summer, with full European approval to follow in two years. As industry gets ready it is crucial to set high standards for the natural sweetener - as for all food ingredients.

Leading lights in stevia research have been investigating the plant, native to Paraguay, for some 27 years. The European Stevia Association (EUSTAS) is already well established, even though commercialisation in Europe is not yet underway.

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