MAINSTREAMING STEVIA

James Kempland
VP, Marketing
GLG Life Tech Corporation

1
OUR CONVERSATION TODAY
Stevia is Moving Mainstream

Creating a New Category

Focusing on the Future

22
THE WELLVILLE* MEGATREND: DRIVING
STEVIA MAINSTREAM

MegaTrend definition
large, social, economic, political, environmental
or technological change that is slow to form.
Influences wide range of activities, processes,
perceptions, possibly for decades

• Source: Iconoculture – Mega trend 2010

33
WHAT’S DRIVING THE TREND
• Obesity epidemic and health issues
• Consumers search for natural,
wholesome
• Governmental pressures
• Consumer advocate groups

4
OBESITY RATES PROJECTED TO
DOUBLE OVER THE NEXT 30 YEARS
50
US
40 England
Australia
BMI ≥30

30
(%)

Brazil

20

10

0
1960 1970 1980 1990 2000 2010 2020 2030
Year
1Kuczmarski RJ et al. JAMA . 1994;272:205.
2Mokdad AH et al. JAMA. 1999;282:1519.
3NIH Natl Heart, Lung, and Blood Inst. Obes Res. 1998;6(suppl 2):51S.
5
 THE NUMBER OF PEOPLE WITH CHRONIC
CONDITIONS IS RAPIDLY INCREASING
Percent of the Population with a Chronic
Condition
Number of People with Chronic

49.2%
Conditions (millions)

48.8%
48.3%
47.7%
47.0%
46.2%
45.4%
44.7%

Source: Wu, Shin-Yi, and Green, Anthony. Projection of Chronic Illness

Prevalence and Cost Inflation. RAND Corporation, October 2000.
6
 THE MEGATREND LIFE CYCLE•
Mainstream
Plaintiffs Advocates
Noise About
Attorneys “Fixes”
Marketing
Media Consumer
Emotional Restrictions
Attention Litigation
Pull
Outside the Mainstream
Mainstream Culture

Offer Develop
Viable Solutions Next
Partner with Generation
Allies Products

Personalize Focus on Real

Be Proactive
Story Simplify Benefits
The Debate
Listen Leverage New
Values for
Where Does Stevia Fit? Future Success

7
•Source: Fleishman Hilla rd
STEVIA PROVIDES A SOLUTION
We’re creating a new category

Sugar Artificial Sweeteners

Natural Low-calorie
High calorie Not natural

Natural, zero calorie sweeteners

88
THE SOLUTION
Defining the category

Globally creating an entirely new category,

pure, natural stevia plant extracts offer non-caloric
and heat stable sweetening that can provide
superior taste profile without artificial chemicals.

How does the industry further and more rapidly insert

stevia into the MegaTrend Solution?

9
THE SOLUTION
Defining the category:
Blue Ocean Strategy

•Copyright 2004 Harvard Business School, Kim

& Mauborgne

10
How do we mainstream
what’s different today?

11
DELIVERING THE PROPOSITION
Industry must deliv er high quality and pure stevia
extract that consistently deliv ers a positive flavor
profile for zero calorie and sucrose blended food
and beverage products:

• Varied forms of leaf will exist

• Varied forms of process methodology will exist
• Varied beliefs over best practices will exist

Yet, as an industry we stand to create a singular message of

quality, purity, zero calorie and great taste for consumers
globally to address the wellness concerns of our time.

12
BUILDING AWARENESS, CREATING
ADVOCATES
• Educate influencers and consumers
about stevia

• Speak with one voice to maximize investment

and minimize confusion

13
INDUSTRY CALL FOR ACTION
Competitive Cooperation

An economic term normally associated with the

development of a market and related forms of
protectionism

14
WORKING TOGETHER
Strong International Stevia Trade Association
focused on consumer-based messaging

Strong focus on key governmental and social

influencers to adopt stevia as a solution to the
Megatrend issues we face

Global
Local

15
THE FOCUS FOR THE FUTURE
The Call for Action as an industry

“
A small group of thoughtful people
could change the world. In fact, it's

”
the only thing that ever has.
- Margaret Mead

16
QUESTIONS ?

17