July 11, 2008
Cargill's Truvia Greenhouse at New York City's Rockefeller Center will offer consumers the "First Taste Moment" of Truvia, a branded sweetener made from rebiana for use in foods and beverages. The event marks the beginning of the stevia-derived sweetener's quest for the taste buds of tabletop sweetener consumers, following stevia's decades-long journey to GRAS status. (For more, read "Sweet success for stevia... finally" and "FDA stevia ruling may have sweet results.")
Truvia Greenhouse will be open July 9 - 11, coinciding with the initial retail availability of Truvia at select D'Agostino supermarkets in New York City and online at www.truvia.com. The Greenhouse, which is the centerpiece of an educational exhibit detailing the journey of the sweetener from stevia leaf to tabletop sachet, will feature thousands of stevia plants and beverages sweetened with Truvia™ tabletop natural sweetener, as well as samples of the new tabletop product.
"The Truvia Greenhouse offers a hands-on opportunity to discover how this product makes its way from the field to the consumer's table. The result is a new, great-tasting, zero-calorie product — Truvia natural sweetener," said Steve Snyder, vice president, Cargill Health and Nutrition. "Made with rebiana, the best-tasting part of the stevia leaf, Truvia natural sweetener offers consumers zero-calorie sweetness in their favorite foods and beverages."
The Truvia Greenhouse is free and open to the public July 9 from 12:00 - 6:00 pm, July 10 from 7:30 am - 6:00 pm and July 11 from 7:30 am - 6:00 pm. Along with free beverages and product sampling, Cargill plant experts will be on hand each day to discuss how Truvia natural sweetener is made, how the stevia plants are grown, and its potential for use in food and beverages. Cargill plant expert talks occur July 9 at 3:00 pm, July 10 at 11:00 am and 3:00 pm and July 11 at 11:00 am and 3:00 pm. For more information on Truvia natural sweetener, visit www.truvia.com.
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