Stevia is acknowledged as Paraguay’s indigenous plant
Peter Tase
Therefore, country such as Japan, Brazil, Hong Kong and Taiwan, that are interested in Stevia production, have improved certain technologies related to the assembly sector as well as industrial processing; product refinement and Stevia’s applications in the industry. According to a report published by PriceWaterhousecoopers, Sustainable development has progressed steadily in the last decade that should be considered as a good sign for the growth of food industry.
There is a growing number of companies that are becoming aware of sustainable development and are focused towards implementing environmental friendly practices and product development. In developed economies fair trade practices and respect of labor law are principal components of assuring a successful presence in the market. Consumers are convinced that sustainable practice and reduction of employees’ exploitation are the core values which encourage them to purchase a particular product.
There are a number of factors that contribute to new market tendencies that are in accordance with new preferences encouraged and supported by customers;
1 – Global Market Forces; 2 – New vision for large corporations management, 3 – Large Scale globalization.
According to Sunny Misser, a U.S. marketing strategist: “Sustainable business balance their economic interests to suit the needs of socially and environmentally responsible customers, the companies that succeed in the long term are those that incorporate ethical considerations into their decision-making policy, and are administered on the basis of personal integrity and broad implementation of organizational values.”
Consumers are increasing their ethical awareness; according Pejling, a Swedish magazine of the Association of Dairy Producers: “70% of Swedish consumers have a ‘blacklist’ of products and companies that do not meet the ‘personal standards’” related to social and environmental responsibility.
Stevia or Ka’a He’ê, is one of the highly acclaimed products that brings the consumer closer to farmers, by paying a fair trade price and additionally, consumers support organic production of stevia which is healthier and safe to environment sustainability.