Global Stevia Leader Joins Wisdom Natural Brands

Gilbert, Arizona (Vocus/PRWEB ) January 21, 2010 -- Wisdom Natural Brands™, manufacturer of SweetLeaf Sweetener®, a leading retail tabletop stevia-based sweetener and the world’s leading supplier of high purity, water-extracted stevia, announces the appointment of Angus Flood as Executive Vice President for Strategic Development, effective immediately. He will report directly to Wisdom Natural Brands™ Founder and CEO, Jim May.

In his new role, Mr. Flood will develop corporate strategy to achieve key business targets and further strengthen the company’s market share in the burgeoning stevia industry, which is expected to exceed $2 billion by the end of 2011.

Angus Flood, a leading figure in the global stevia industry, joins Wisdom Natural Brands™ from Pure Circle™ where he was based in Geneva, Switzerland as Head of International Marketing.

Previously, Flood held various senior positions in the natural ingredients, organic and natural health industries including Solgar Vitamin and Herb, Inc.

In announcing the appointment, Jim May, widely regarded as the “Father of Stevia” for being the first to introduce stevia products to the United States in 1982, said, “We are delighted that Angus is joining Wisdom Natural Brands™. His commercial ability and passion are widely acknowledged in the ingredients industry. This sends the best possible signal to the market that Wisdom Natural Brands™ is resourced to take the stevia industry to the next level of mainstream consumer products.

“Angus is regularly asked to chair industry events, and his arrival marks a very exciting phase in Wisdom’s growth and continued development of our stevia business. With this addition, we now have one of the most experienced management teams in the business. Equally important, we have found the right person to spearhead the global development of our business. We will be making further announcements regarding the strengthening of our team with the arrival of key executives from Blue Chip retail brands. This is a bright day indeed for both stevia and Wisdom Natural Brands™.”

Mr. Flood underscored the company’s commitment to promoting healthy eating. “Sugar reduction is a key publicly stated immediate health goal of every Western government, as well as the majority of mass market retailers and food and beverages brands. The Western diet countries are overwhelmed with obesity and diabetes. Having achieved record penetration in the U.S. tabletop market in the 12 months since FDA GRAS, stevia is already making a significant contribution to the physical health of consumers as well as the economic health of subsistence-level farmers and their families in South America, some of whom were previously growing crops to supply the illegal drug trade.”

Angus has a positive outlook on the immediate future of the company. “Wisdom Natural Brands™ uniquely possesses several key advantages in the marketplace. The company has an integrated supply chain in the Americas, starting with leaves grown in harmony with the environment and local communities. Utilizing a proprietary water-only extraction process, which respects the natural sweetness of the leaf, delivers a category-leading retail and industrial ingredient which is widely recognized as fulfilling the promise that stevia holds. Jim and Carol May’s passion and commitment have built the stevia business in the U.S. and the time is right to accelerate the development of this ingredient which will change many lives for the better.”

About SweetLeaf Stevia®
It all started with one man who had a dream -- Jim May, Founder of Wisdom Natural Brands™.

Stevia is a naturally sweet herb native to Paraguay that has been consumed for centuries. After tasting stevia leaves given to him by a Peace Corps worker, May made it his mission to bring the extract from the deliciously sweet plant to the United States. May is world known as “The Father of Stevia.” The process involves taking the highest-quality leaves of the stevia plant and extracting their naturally sweet taste with only cool, purified water -- no chemicals, solvents or additives that adulterate and cover up the great taste created by nature.

May first traveled to Paraguay to import stevia in 1982. His most satisfying victory came in 2008, when GRAS Associates and Life Science Research Office, two completely independent panels of scientists, awarded SweetLeaf Stevia® GRAS (Generally Recognized as Safe) status, pursuant to FDA regulations. This allowed SweetLeaf™ products made from its new, revolutionary extraction technology to be labeled as sweeteners. SweetLeaf™ could finally use the word “sweet” to describe its product, now known as SweetLeaf Sweetener®.

Wisdom Natural Brands™, a leading U.S. manufacturer of stevia products, offers SweetLeaf Sweetener® in convenient double-serving packets. SweetLeaf Sweetener® is sold in boxes containing either 50 or 100 packets. Each packet replaces two teaspoons of sugar. SweetLeaf™ is also sold in the SweetLeaf Stevia Plus® Shaker Bottle for easy home use and SweetLeaf SteviaTabs™ Dissolvable Tablets for easy on-the-go use.

For more information, visit

About Wisdom Natural Brands™
Gilbert, Arizona based Wisdom Natural Brands™ is the parent company of two highly respected consumer brands, SweetLeaf Stevia® and Wisdom of the Ancients® herbal teas. The company, in cooperation with scientists in South America, spent nearly two years developing a new and advanced processing methodology using only purified water from start to finish for the extraction of the sweet glycosides from stevia leaves in preparation for the launch of SweetLeaf Sweetener®. This all natural sugar alternative is the best-tasting in the industry and has zero calories, zero carbohydrates and zero glycemic index. For recipes, comparison charts with artificial sweeteners and more information, go to

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