Spanish-speaking Americans stand to become one of the largest U.S. consumer groups, yet so few healthy products carry Spanish labeling. Cid Botanicals is a stevia manufacturer that plans to change all that.

Chandler Shortlidge

August 14, 2013

5 Min Read
This simple packaging innovation helped Cid Botanicals stand out

In 2004, Cid Botanicals, maker of several different stevia products, began its mission of providing “the best botanical traditions and ancestral knowledge from around the globe,” and set out to share their knowledge and tradition with the rest of the world. Using plants found in the Amazon, combined with modern science, Cid Botanicals aims to help humans live longer, healthier and happier lives.

We talked to managing director of Cid Botanicals, Roberto F. Cid Jr., about the benefits of stevia, some of the controversy surrounding it and what the future has in store for this natural botanicals company.

Why stevia?

Roberto Cid: Stevia is a plant with about 240 species that is native to South America, particularly the area that is today Paraguay and Brazil. It has historically been used by the Guaraní tribes that inhabit that region to sweeten their traditional yerba mate tea. It was later made known to Europeans in the late nineteenth century by a Swiss botanist and explorer by the name of Moises Bertoni from which we get the botanical name of the commonly used species for sweeteners “stevia rebaudiana bertoni.” It is very popular today for its ability to sweeten without adding calories or carbohydrates, making it a perfect all-natural sugar substitute.

You use sophisticated bilingual packaging on your products, giving equal weight to Spanish and English, which is unique. Why do you do this?

RC: The idea of doing a bilingual box must be credited to Denise Whitney at Creative Innovations. She was quick to help us adapt our stevia to the U.S. market and help us identify our own strengths as well as the benefits of targeting our fellow Hispanic customers. Once we decided that, it was just common sense to make the information we provided equally accessible to our English and Spanish customers and stakeholders.

We did not want to “dumb it down” as we often see marketers do. Our take is that both my Spanish-speaking grandma and a customer at Whole Foods should be able to benefit equally by what we are trying to offer, and we should treat everyone as the information-seeking individuals we are. Although it puts some constraints on space, we have been able to make it work and hopefully our customers, whether they speak English or Spanish, will see the benefits of our product.

How is your product made and where do you source your ingredients?

RC: Cid Botanicals Stevia proudly comes from South America, specifically from the region from which the plant is originally from, Paraguay. Our ingredients are very simple: stevia leaf extract from Paraguay; inulin fiber from Chile sourced from chicory, a plant that is high in fiber; and 1 percent is silica, a naturally occurring element that helps keep the product fresh.

In the case of our flavored stevias, which I believe we were the first to manufacture in packet form, we teamed up with a flavoring company in South America that specializes in natural flavors. For example, in order for our Mocha flavor to fit our low glycemic index requirement, it doesn’t contain any dairy products or sugar. We only use cacao flakes from Ecuador—due to the number of native species, Ecuador is considered the birthplace of cacao and Ecuadorian cacao is regarded by some to be the finest in the world.

Are all of your products sourced from South America, and if so, why?

RC: Our family is from South America, and we have our own cGMP [current Good Manufacturing Practices] manufacturing facilities there, so at this moment it makes not only business sense to source from South America, but we also know the region very well. Stevia is the first of many products we will launch in the next coming years, and we will probably be venturing out to seek new botanical ingredients not only from South America but the rest of the world. As long as they can help human beings live healthier lives, we are interested!

Most stevia is sourced from China. Is there any difference in this stevia?

RC: Most stevia comes from China. I would estimate about 90 percent or higher simply because Japan was one of the first adopters of stevia in the world. They [China] quickly ramped up production over the last 30 years and are the biggest stevia suppliers to the world. Although I have nothing against Chinese products, we feel that South American, and specifically Paraguayan stevia, has several advantages.

First, there are so many varieties of stevia that grow naturally in Paraguay that farmers can continuously improve the taste of without resorting to genetic engineering, simply by cross breeding. Also Paraguayan stevia can be harvested year around, as opposed to twice a year or so in China. We will see more and more stevia being produced in Paraguay, Kenya and other places with similar climates as it becomes more popular, but like French wine or Florida oranges, we like our Paraguayan stevia. If we ever source from China, it would probably be for ingredients used in traditional Chinese medicine.

Will Cid Botanicals be expanding into other product areas?

RC: Despite our humble beginnings, Cid Botanicals has big plans for the future. We want to help spread more nutritious and healthy foods found in our region to the rest of the world. The amazing diversity of plant life in South America cannot be ignored, and not sharing those with the world would be against our values.

However, right now we are focused on launching our stevia product line and making sure we do it right before venturing into different areas. You can expect liquid versions of our stevia as well as other user-friendly applications to come to market in the near future. One thing is clear: we will always look for science-backed health benefits in all our botanical-based products, and never shy away from the wisdom of our ancestral past, whether it’s from Asia, Europe, Africa or the Americas.

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