The Organic Blue Agave, a natural sweetener extracted from the core of the Blue Agave plant (the same plant that produces tequila), is a sweet, mild nectar. The Organic Raw Blue Agave is processed at low temperatures and lightly filtered for an even richer, fuller flavor.

According to Pauline McKee, Vice President of Marketing for Wholesome Sweeteners, the company introduced the smaller packaging to satisfy the needs of consumers who already use agave nectar but who requested a more convenient, single-serve packet. She explains that the new “on-the-go” packets can be taken to work or a restaurant and be easily added to a favorite beverage. McKee notes the new individual serving size is also ideal for those consumers seeking portion controlled sweetener options.

McKee cites a number of reasons for the agave’s popularity. It’s 25 percent sweeter than sugar so consumers can use less, thereby taking in fewer calories. It has a low glycemic load so it does not spike blood sugar, and it’s well-liked among vegans and those who seek out natural foods.

Well-known physician and television personality Dr. Oz has promoted the benefits of natural sweeteners like agave over artificial sweeteners on his program. Dr. Oz suggested that artificial sweeteners may actually sabotage a person’s weight loss program and may increase appetite as well as affect an individual’s taste buds, making them crave the artificial sweeteners even more. He recommended several all-natural sweetener alternatives like stevia and agave nectar. He went on to provide an easy-to-prepare recipe for all-natural root beer made with agave as a substitute for diet soft drinks made with artificial sweeteners.

It is no wonder that agave syrups have made a huge impact in the culinary world and have become a staple in the kitchen for many cooks and chefs. In fact, according to a Jan. 4, 2012 article in the Tulsa World, agave nectar is listed as a top food trend for 2012.

The new packets can be found at select Safeway stores and will soon be available at other major retailers.

Marjorie joined Wholesome Sweeteners approximately six year ago and, since that time, has been instrumental in the development of new products for both private label and branded, packaging, purchasing and design, as well as for organic honey sourcing.

“Marjorie has been responsible for the rapid development of our Retail, Private Label and Food Service sku’s, which have all increased, dramatically during her tenure,” said Pauline McKee, Vice President of Marketing for Wholesome Sweeteners. “I’m confident that she will continue to demonstrate the same extraordinary level of effectiveness in her new position as director.”

According to McKee, one of Marjorie’s most recent achievements was successfully coordinating with the various department teams within Wholesome Sweeteners – which included Operations, Sales, Customer Service, Finance and Marketing – to create the new 36 ounce Twin Agave for Costco and facilitate the seamless transition to this new product. She points out that Marjorie also effectively managed the strategic purchasing of $7 million of packaging per year, ensuring the company took advantage of optimum pricing by strongly negotiating with suppliers. McKee adds that while leading the packing design and concept process, Marjorie has been influential in creating impactful new packaging such as for Organic Stevia and the Organic Coconut Palm Sugar Pouch.

In her new role, Marjorie will oversee all aspects of product development for the company, including leading the company’s new product development process, which encompasses product research, feasibility studies, blue-sky ideas and, most importantly, getting new products to market quickly and accurately. She will also look to identify opportunities to expand into new product outside of the sweeteners category. Furthermore, Marjorie will continue to lead the sourcing, supply and procurement plans for branded and private label Fair Trade organic honey range, which McKee notes continues to gain market share and be of increasing importance to the company’s overall sales.

When asked what she enjoys most about working in product development, Marjorie quickly replies, “There are so many factors to take into consideration when developing a new product like sourcing, processing, distribution and marketing. This whole process starts with me and my team and I find it all to be very challenging but at the same time wonderfully exciting.”

In addition to her busy work related activities, Marjorie is in her final stage of achieving her Masters of Business Administration from Tulane University. She has been attending night and weekend classes for the past two years and is on target to receive her master’s degree this May.

Marjorie graduated from the University of Notre Dame with a degree in marketing. Before joining Wholesome Sweeteners, she worked in her family’s garment business, successfully managing product development and marketing for baby clothing.

SES Foam and Imperial Sugar Company announce the introduction of SucraSeal, an environmentally friendly, open-cell, Class 1 sucrose-based spray foam insulation. SucraSeal is one of the greenest spray foam products on the market with a finished foam green content of 25%. It is fire-resistant, passes the ACC 377 Appendix X test and does not require chemical barriers and coatings. SucraSeal offers an energy-efficient and sustainable solution for commercial contractors and residential homeowners seeking a greener alternative to petroleum-based insulation products.

SES developed SucraSeal in conjunction with Imperial Sugar Company. SES combined their urethane knowledge with Imperial Sugar Company’s natural product knowledge to develop a product expected to lead the polyurethane spray foam industry.

SES Foam uses a patent pending technology to produce a .5 PCF and 1.0 PCF formulations of SucraSeal. The .5 PCF boasts a finished foam green content of 17% and the 1.0 PCF boasts a finished foam green content of 25%. Both products meet the USDA’s BioPreferred® Program qualifications and their green content has been determined by ASTM D-6886. The SucraSeal spray foam line is formulated using water-blown technology so it contains no ozone depleting CFSs or HCFCs, giving it an added degree of green content and renewability.

“SucraSeal insulation offers high-yield and an R-value of 3.7 per inch, is VOC and formaldehyde free and virtually odorless. The SucraSeal spray foam line offers superior fire-resistance and passes the ACC 377 Appendix X test for flammability uncoated without the use of an ignition barrier. SucraSeal’s patented process makes the foam fire-resistant. The fire-resistance is built into the foam itself. SucraSeal’s natural and superior fire protection is less expensive to produce and install because it does not require the addition of a chemical fire barrier coating,” explained Charles Valentine, COO, SES Foam, LLC.

“Sucrose is a renewable resource, making it cost-competitive compared to petroleum-based spray foam. Sucrose is natural and sustainable and has numerous uses in addition to being a food source. It is used in pharmaceuticals, epoxies, bio-plastics, detergents, cosmetics and more. Sucrose-based spray foams have the potential to provide a revolutionary impact in a variety of applications by replacing widely-used petrochemical-based compounds. Our scientists are continually investigating sucrose’s functional properties in order to develop products with promising uses such as SucraSeal,” said John C. Sheptor, CEO, Imperial Sugar Company.

“Imperial Sugar Company strives to be a leader in non-food based sucrose technology applications. We are proud to help commercial builders and residential homeowners make their houses safer relative to fire resistance, more energy efficient and greener with SucraSeal spray insulation,” said Thomas Rathke, PhD, Managing Director Specialty Sweetener Division, Imperial Sugar Company.

“Even with its sucrose content, SucraSeal has zero food value for rodents or insects. It is naturally mold, mildew and water resistant, is anti-microbial and provides excellent thermal and sound control. It cures instantly, provides an air-tight seal, is dimensionally stable, stays firmly in place and will not settle,” said Valentine.

SucraSeal is offered exclusively through SES Foam licensed dealers. Limited contractor partnerships are available on a geographic basis for insulation installers with a history of safety and quality operations.

Quenten Wentworth

Wentworth has enjoyed a successful career in sales and marketing, and has a strong background in manufacturing. Prior to joining Natural Sweet Ventures, he held several high-level positions at well-known companies, including PepsiCo and Philip Morris, U.S.A. Most recently he served as Vice President and General Manager – North America for Norwood and BIC Graphic in Tampa, Florida.

According to John Sheptor, President and CEO of Imperial Sugar Company, “Quenten brings solid experience as a business leader and has a strong history of leading brand management and creating a collaborative, results driven environment to meet and exceed financial goals.”

Natural Sweet Ventures brings together two companies with rich heritages in developing proprietary technologies tied to natural, sweet products. ISC is one of the largest processors and marketers of refined sugar to food manufacturers, retail grocers, and food service distributors in the United States. PureCircle USA Inc. is a leading global producer and marketer of natural, high-intensity sweeteners, including stevia, for the global food and beverage industry. The venture benefits from their shared philosophy of delivering the highest quality products with a focus on customer and consumer solutions.

“I welcome the chance to work with an organization that is backed by two companies with a strong brand reputation in the industry,” Wentworth said. “I have quickly developed a strong admiration for both John Sheptor and Magomet Malsagov (CEO and Managing Director of PureCircle), as well as the members of their leadership teams.”
The introduction of Steviacane provides consumers and manufacturers with an innovative and unique sweetener option that has the same sweetness as sugar but with less calories and less added sugar. It is produced through a special, proprietary compound crystallization process developed by ISC that binds pure cane sugar and stevia together. By doing so, Steviacane achieves a more consistent, uniform dispersion of sweetness and an improved sweetness profile over a simple blend of sugar and stevia. The product provides significant benefits to manufacturers, offering a 100 percent natural, GMO-free, reduced calorie sweetener solution that makes formulation easy across a wide range of food and beverage applications.
Wentworth indicates that his initial focus will be on the ingredient side with food and beverage manufacturers. He adds that his past experience at PepsiCo provides him with a unique insight into what product manufacturers are looking for in a reduced-calorie sweetener.

“There is a great demand for a product like Steviacane in the marketplace,” said Wentworth. Because an ever increasing number of consumers are seeking healthier food options, there is currently a strong need among manufacturers for a sweetener that will reduce calories in their products without sacrificing flavor, and Steviacane will meet this need.”

He adds that the growing movement for organic and natural products will give Natural Sweet Ventures an advantage over the competition because Steviacane is all natural.

Wentworth admits there will be some challenges. For instance, he points out that from a consumer product perspective, there is a full-calorie market and a zero-calorie market for sweeteners but currently there is no real market for mid-calorie sweeteners in the U.S. Therefore his first priority will be to build this category and to educate food and beverage manufacturers, as well as consumers, about mid-calorie sweeteners and demonstrate that Steviacane is at the cutting edge of sweeteners in this category.

Wentworth graduated from the University of Pittsburgh with a Bachelor of Science degree in psychology and economics. Married with three young sons, he is active in the Cub Scouts, YMCA, Habitat for Humanity and Little League coaching.

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According to Pauline McKee, Vice President of Marketing and company Co-founder, Fair Trade premiums are paid over and above the price of the product and must be used by the co-op to benefit the community as a whole. As a member of a Fair Trade cooperative, farmers are given the opportunity to own land, send their children to school, and build thriving communities. Workers on Fair Trade farms enjoy safe working conditions and living wages. In turn, Fair Trade farmers and farm workers invest Fair Trade premiums in social and business development projects like scholarship programs, health care services, quality improvement trainings, and organic certification.

Photo credit - Wholesome Sweeteners

She adds that because farmers receive a fair price for their products, they are able to practice environmentally sustainable farming methods (no harmful agrochemicals or GMOS) that protect their health and preserve valuable ecosystems for future generations.

“This is such an important milestone for Wholesome Sweeteners,” says McKee. “We have worked hand in hand with our farmers and beekeepers for the last six years to make sure they not only produce the finest sugars and honeys but also have the tools to live a life with meaningful employment and living wages. We are stewards of the land where our products are produced. It is our responsibility to help create a healthy, thriving and sustainable community for our cooperative families and future generations.”

Wholesome Sweeteners has worked closely with its farming and beekeeping cooperatives all around the world to help make a direct impact on their communities. McKee points out that many of these communities endure without the basic necessities of electricity and running water.

“Social premiums paid by Wholesome Sweeteners helped bring safe drinking water and electricity to our co-op’s village in Malawi,” notes McKee. “Villagers no longer have to walk miles for clean drinking water or live without basic necessities that are so common in the developed world.”

In Paraguay, Fair Trade premiums paid by Wholesome Sweeteners help farmers buy tractors and trucks, and convert thousands of acres of conventional sugar cane cultivation to organic cane cultivation, normally a three-year process. And in Mexico, Fair Trade premiums support schools and clinics, and help communities maintain ties to ancient indigenous cultures while participating in the global marketplace.

As awareness of Fair Trade products and their benefits grow, Wholesome Sweeteners will continue to educate customers and champion the rights of farmers in developing countries. With Fair Trade products, customers can be sure that every purchase matters.

Last August, PureCircle, the world’s leading producer of high purity stevia products, entered into a five-year agreement with S&W Seed Company, based in Five Points, California. Today, S&W and its subsidiary, Stevia California, are closer to providing a U.S.-based supply of stevia leaves capable of supporting the growing demand for stevia by consumers and the food and beverage companies serving them.

The agreement also advances PureCircle toward establishment of stevia leaf production “as close to our end markets as possible, reducing the energy footprint of the industry and supporting the sustainability of stevia growers,” as Magomet Malsagov, CEO and Managing Director of PureCircle, stated in announcing the original agreement last August.

“Food and beverage companies are looking to maximize their use of locally grown ingredients, so having S&W as a partner is an important step for our corner of the globe,” says Mike Wolff, North American Vice President of Sales for PureCircle USA.

Following a successful harvest on the first 85-acre planting this past spring, S&W plans to expand the PureCircle crop this fall and next spring.

“With stevia by PureCircle, we have gained a high-value crop that should have sustained growth in the North American market,” says Mark Grewal, President and CEO for S&W. “We have the people, know-how and resources to turn a successful stevia crop into a high-value food ingredient with sustained, high-volume growth.”

The partnership is poised for long-term synergy based on PureCircle’s expertise in research and development and supply chain management, as well as S&W’s track record as a global leader in warm climate, high yield varieties of alfalfa seeds.

Looking forward, S&W’s long-term relationships with California cooperative farmers across the Central Valley bode well for production of stevia by PureCircle across thousands of acres as the food and beverage industry responds to consumer demand for natural, lower-calorie sweet solutions.

Additionally, California plantings are set to broaden with multiple breeds of stevia by PureCircle, including proprietary varieties, which produce a higher yield of sweet glycoside content per pound of leaf. This holds promise for greater agricultural and processing efficiencies as well as reduced costs.

Earlier last year, Imperial Sugar Company joined PureCircle in creating Natural Sweet Ventures, a joint venture between the two companies to develop natural sweetening products for food and beverage manufacturers in the U.S. Last fall, Natural Sweet Ventures introduced Steviacane®, an all-natural, low-calorie sweetener, which uniquely combines high-purity stevia with pure cane sugar in a patented, proprietary process developed by Imperial Sugar Company.

Bobbie Kahara, Events and Promotions Associate Marketing Manager for Wholesome Sweeteners

Bobbie Lynn Kahara may be new to the marketing group at Wholesome Sweeteners but she is no stranger to the company. Prior to her position as Events and Promotions Associate Marketing Manager, Bobbie was in the customer service department of the organization for approximately four years. During this time, she had an opportunity to engage with customers on a daily basis, developing an immense appreciation for their needs and expectations, which she feels will benefit her in her new role.

When Bobbie learned of the opening in marketing she decided to apply for the position because she was keenly interested in expanding her knowledge of the operations of the company and felt she could leverage the skills she has acquired during her many years in customer service.

“We are thrilled to have Bobbie join our team,” remarked Pauline McKee, Vice President of Marketing for Wholesome Sweeteners. “Her prior experience and understanding of our customers and the industry will enhance our marketing efforts and be a huge asset to the company.”

Bobbie’s responsibilities are focused on managing the planning, scheduling, organization and co-ordination of all trade shows, consumer exhibitions, promotions, demonstrations, and marketing events for the company. This is no small task since the company attends approximately 30 trade shows and expos a year.

“Previously, I usually worked with customers via email or over the phone so trade shows provide a wonderful opportunity to meet with our customers face to face,” said Bobbie.

Bobbie has learned that the typical consumer customer for Wholesome Sweeteners is more informed about the food he or she purchases and consumes. She recognizes that customers have different reasons for choosing Wholesome Sweetener products. It may be because the products are organic, or support Fair Trade, or perhaps because they are non-GMO (Genetically Modified Organisms) certified.

“While working in customer service, I frequently heard from customers who were very appreciative of the selection of sweeteners we provide,” Bobbie proudly states. “I think that’s what makes us unique is that we offer such a large selection of products – everything from low-glycemic to zero calories to agaves, honeys and syrups.”

Bobbie shares that she enjoys learning new things and that is the main reason she applied for the marketing position. It’s clear to those who work with Bobbie that she truly enjoys interacting with customers.

Since she began working at Wholesome Sweeteners, Bobbie admits she has developed a strong appreciation for the importance of organic and natural foods.

“I have made a number of changes in my lifestyle.” She adds “I’m now very conscious of how and where I shop and what types of food I purchase for my family. I also recognize the significance of shopping at local farmers markets and patronizing restaurants that serve local meats and produce. I know that making these small efforts will benefit not only my family, but the community and the environment.”

Currently, Bobbie is coordinating the company’s attendance at the annual Natural Products Expo East, taking place in Baltimore later this month. The company has exhibited at the show for a number of years and it is one of the biggest trade shows the company attends. This is the first large trade show that Bobbie is responsible for managing and her excitement is evident, partly because the company will be introducing several new products at the show.

Although she spent most of her childhood growing up in Maine, Bobbie has been in Houston for more than 20 years. Bobbie and her two sisters moved to Texas after their mother decided that the family needed a change. She laughs as she explains that her mother couldn’t have picked a place more different from Maine than Houston.

She recounts how her mother quickly acclimated to Houston. According to Bobbie, “I don’t think we were here for more than a week when my mother bought a bumper sticker that read ‘I wasn’t born in Texas but I got her as fast as I could’.”

Bobbie concludes by sharing that her new job is just about perfect for her because it allows her to learn the marketing side of the business but she can still frequently engage with customers – something she has grown to enjoy immensely.

Originally from El Paso, Texas, Monica attended St. Edwards University in Austin. While at St. Edwards, Monica began working for the Austin Farmers Market, an organization under the umbrella of the Sustainable Food Center (SFC). SFC is a non-profit dedicated to creating opportunities for individuals to make healthy food choices and to participate in a vibrant local food system through organic food gardening, relationships with area farmers, interactive cooking classes and nutrition education. She worked with the farmers market for two years, starting off as an intern but after quickly proving her abilities, she was hired on permanently.

She admits that she gave her “blood, sweat and tears” to the farmers market. While her college friends were getting ready to go out on Friday night, she was going to bed at 9 p.m. since she had to be up on Saturday morning at 3 a.m. to help with the set up at the market.

“I don’t regret those early mornings because this was the beginning of my love for sustainable and organic foods,” says Monica. “I developed a great respect for those small farmers that were trying to make a living off farming. It made it all worthwhile when a farmer would tell me that because of the farmers market, they were able to support their family.”

As the Marketing Communications Coordinator for Wholesome Sweeteners, Monica is responsible for a multitude of activities. She manages the company’s web presence including overseeing all of its online social media efforts that allow the brand to better engage with its customers through such popular social media networks like Facebook and Twitter.

Monica Clem, Marketing Communications Coordinator for Wholesome Sweeteners

Monica explains that social media provides the company with an opportunity to increase the visibility of the brand and communicate with consumers one on one. She explains how a customer may visit the Wholesome Sweeteners website and decide to try one of the posted recipes. The customer may then go to the company’s Facebook page or send a tweet asking a question about the recipe, like what is the conversion for different types of sweeteners.

According to Monica, the challenge is to respond in a timely manner. “Members of the marketing department take turns monitoring our social media outlets and responding to any inquiries,” Monica states.” Someone in the department is connected at every point during the day. We can’t always reply immediately but we make the utmost effort to reply to all customer requests by the end of each day.”

She points out that this interaction with the customer via social media networks provides a great perspective in real time on who the customers are and what products they are using.

Monica shares that the company also attempts to offer its social media followers information on a broad range of topics that promote a lifestyle that is aligned with the company’s philosophy like organics, non-GMO verified products, Fair Trade and sustainability, to name a few.

Currently, Monica is preparing for National Fair Trade Month in October. Wholesome Sweeteners is working with Fair Trade USA to educate the public on Fair Trade and the benefits of purchasing Fair Trade products. She explains that it is important to let the public know that Fair Trade is not about giving aid to these farmers but is a means to provide them with a fair premium for their products that allows them to provide for their families and help build schools, health clinics, and roads.

She gives one of many examples of how the Fair Trade premiums that Wholesome Sweeteners paid to its partners in Africa helped bring clean drinking water to the farming village. She adds that stories like this will serve as a powerful motivator for consumers to purchase Fair Trade because they can make a direct impact on the lives of farmers and their families in developing countries as well as encourage environmentally-friendly farming practices that benefit everyone.

“This is one of the largest marketing efforts that Fair Trade USA has offered and we are excited to be a part of it,” says Monica. “There is an ongoing opportunity to educate consumers about organics and Fair Trade as well as about the Wholesome Sweeteners brand. For instance, consumers, especially in more rural areas may not be able to buy our products at their local supermarket but we can tell them where they can purchase our sweeteners online.”

She mentions that 36 percent of consumers know about Fair Trade products so a goal has been set to increase this number to 40 percent through Fair Trade month.

Outside of work, Monica and her husband stay busy with their 13-month old daughter. Monica tries to purchase organic and all-natural foods as much as possible to feed her family. It’s a zeal she developed when she began working with the farmers market in Austin. She proudly admits that they are feeding their daughter only organic and natural foods. They are so committed to doing this that they made their own baby food until recently when their daughter began eating solid foods.

Monica confesses that she and her husband are “foodies” and cook frequently and also enjoy trying out new restaurants in Houston’s vibrant dining scene. She proudly puts forward that food is a centerpiece of her family’s life and is a wonderful way to bring family and friends together. They spend so much time in the kitchen that she and her husband built their dream kitchen.

“Wholesome Sweeteners was such a natural fit for me,” Monica says with a smile. “Joining Wholesome is like returning to those amazing days when I was working for the farmers market and I couldn’t be happier.”

Sarah Miller

In her new position, Miller is responsible for developing broader marketing strategies for the company, as well as, managing many of the department’s initiatives, including social media, advertising, couponing, and events planning, which includes trade shows. Since the company exhibits at more than 30 trade shows across the country each year, Miller looks forward to the opportunity to travel and personally meet customers of Wholesome Sweeteners.

Miller was familiar with Wholesome Sweeteners before she joined the company, which is the leading distributor of Organic, Fair Trade sugars, syrups and nectars in North America.

“I was aware of Wholesome Sweeteners great reputation in the industry,” says Miller. “I was also very impressed with the company’s product portfolio and its strong commitment to environmental and social issues.”

One of her first tasks has been to grow her marketing support team. She recently hired an events promotion marketing manager and a marketing communications coordinator. She also plans to strengthen Wholesome Sweeteners’ coupon promotions and social media initiatives to enhance sales efforts.

Prior to joining Wholesome Sweeteners, this Louisiana native was a senior brand manager at H-E-B’s corporate headquarters in San Antonio where, for the past three years, she was responsible for the company’s gourmet Central Market brand. Before that, she was brand manager for frozen foods and dairy at H-E-B for four years. She explains that the valuable experience she gained while working for this major grocer will help her enhance the positioning of the Wholesome Sweeteners brand with retail partners.

Originally from Lafayette, La., Miller attended Louisiana State University in Baton Rouge. She is the fourth generation of her family to attend the university so her loyalty to the “purple and gold” runs deep. She graduated first in her class from LSU with a Bachelor of Science in psychology and a minor in business. She knew even before she graduated from college that she wanted to get a master’s degree in business.

Miller admits she is not actually new to the Houston area. “I lived in Houston for one year, about a decade ago, before I attended the University of Texas in Austin for my master’s degree in business administration,” she says. “Although I will miss friends and colleagues in San Antonio, I’m excited to be back in Houston.”

When she first lived in Houston ten years ago, she acquired a hobby that she continues to enjoy today. She started taking salsa dance lessons and has been taking classes ever since. “I’ve been a ‘Salsera’ for a long time now,” she says with a laugh. She adds “This is definitely just a hobby. It’s something I really enjoy because it’s a great workout and a wonderful way to meet people, especially when you move to a new town.”

She lists two things that impress her most about Wholesome Sweeteners. The first is the ongoing success the company has enjoyed the past ten years and how it continues to develop new avenues for growth through product development. Secondly, she likes the social mission the company is founded upon.

“It’s easy for me to embrace the company’s “green” initiatives because they have been part of my lifestyle for some time and these are things that I inherently believe in and would willingly fight for,” she explains. “While managing the Central Market brand, every product we launched was organic or natural. The more I learned about this movement, the more I adopted the lifestyle in my personal life.”

In April, she completed her training as a meditation coach for iRest (Integrative Restoration), a deeply relaxing and therapeutic meditation practice that is based on the ancient eastern teachings of Yoga Nidra. She has been practicing iRest for the past two years and her goal is ultimately to find a yoga studio in Houston where she can teach a class for one hour each week, perhaps on a Sunday.

“A mind, body, spirit balance is important to me,” Miller emphasizes. “Salsa dancing is for my body, working for a company that I truly believe in is for my mind, and iRest is good for my spiritual well-being.”

When asked if she has a favorite sweetener, she quickly replies, “It’s the Organic Honey. It’s absolutely delicious and I recommend that everyone try it if they can.” She appreciates how the honey bees are raised in micro-managed areas in remote, natural jungles in Mexico and Brazil so the bees never come into contact with flowers that may have been exposed to chemicals or fertilizers. “You get the purest honey in the world!”

At some point soon she hopes to visit a few of the countries where the company’s sweeteners are produced. “This will help me to tell the wonderful story of how these Organic, Fair Trade sweeteners are made and better support the communities growing and harvesting our products.”

“We are excited to have Chris join our team,” said Pauline McKee, Vice President of Marketing for Wholesome Sweeteners. “With sales of organic food and beverages continuing to grow, we see a fantastic opportunity to tap in to the food service industry and feel fortunate to have Chris’s expertise and experience on our side as we enter this new market.”

Fauser is tasked with developing and implementing a plan to establish a food service operation within the company, which includes instituting a network of brokers and a distribution system to reach customers.

According to Fauser, “There already exists a broad base of customers that want our product because many in the food service industry are currently purchasing our sweeteners at the retail level. The biggest challenge is determining exactly what the customer requires from us.”

Fauser explains that it will also be a challenge to identify brokers and sales partners that understand organic and the story behind Fair Trade. He also states that securing distribution channels will be a critical element in supplying customers with product. Another issue will be determining the appropriate packaging that will meet the needs of food service providers.

“As we grow the food service side of the business, I anticipate an increasing demand from traditional restaurants. Research shows that people who prefer to consume organic foods eat out less than traditional consumers. As restaurants try and attract this customer base, they will seek out convenient and reliable sources of quality, organic products.”

Fauser proudly shares that ten of the top 100 restaurant chains have already contacted Wholesome asking for more information about using their products as an ingredient or purchasing packets for placement on tables. In addition, he has had strong interest from management groups, including operating units of Aramark and Sodexo, which manage food service programs for numerous colleges and universities where many students understand the benefits of organic foods on the environment and the benefits of Fair Trade.

Fauser wasted no time in getting his feet wet. In his first week on the job, he attended the National Restaurant Association Show held in Chicago at the end of May. He confesses that attending the show was a hectic way to start his new job but concedes it was a great learning experience, providing him with an immediate opportunity to touch and feel the products, and listen to what customers had to say about the great quality and flavor. During the show he spoke with a number of attendees who are looking to make a move to more green initiatives to demonstrate their concern for environmental issues.

“Thanks in part to several high-profile chefs, including Rick Bayless with Frontera in Chicago and Marcus Samuelsson with Aquavit in New York, who spoke highly about our sweeteners at the show, we received more than 500 leads,” says Fauser. “One is from an executive chef for a Marriott Hotel who heard from one of the chefs during the conference that our Organic Blue Agave Syrup was a must have product for his kitchen.”

He credits the strong brand recognition the company has developed to the superb leadership of the company, specifically Pauline McKee.

“Pauline has done a tremendous job in developing relationships and partnerships with well-known chefs and organic enthusiasts who are loyal fans of Wholesome’s products, and supporters of the sustainable and Fair Trade movements.”

Fauser points out that the greatest opportunities at the moment appear to be on the West Coast where there is more of a demand for organic products and consumers place a value on Fair Trade initiatives. As evidence of this fact, he estimates that of the approximately 500 leads received at the NRA show, almost 50 percent of those leads were from three or four states located on the West Coast. He notes that getting representation and establishing distribution in that region quickly is another priority of his.

Fauser’s experience in the food service industry includes positions with major food companies such as Sara Lee, De Wafelbakkers and Aurora Foods (now part of Pinnacle Foods). He also operated his own business for several years that produced quality, convenient, and nutritious products for the school food service market.

He attended the University of Indiana in Bloomington for his undergraduate degree and received an M.B.A. from Union University in Jackson, Tenn. While at Indiana, he played soccer for the university and was on the team that won two consecutive national championships. After college he briefly played professionally for the both the Memphis Rogues and the Memphis Storm. He still enjoys playing and coaching soccer when not spending time with his wife and two young children.

When asked what impresses him most about Wholesome Sweeteners, he quickly responds “What I keep hearing from our current clients is how our customer service is second to none. Coming from corporate environments where customer service was not a priority, this is very refreshing.”

Nigel Willerton with Brandon Adame during Texas Ironman Competition

It’s quite a feat to complete a grueling Ironman Competition, but it’s an amazing accomplishment when you can’t see. Thanks in part to help from Nigel Willerton, CEO of Wholesome Sweeteners, Brandon Adame, a 27-year old visually impaired athlete from Houston, Texas, was able to complete his first Ironman Competition this past May.

With Nigel as a guide, Brandon finished the inaugural Texas Ironman Competition, along with 2,500 other competitors, which took place in The Woodlands, Texas on May 21. Nigel trained with Brandon for four months so he could guide him through the competition as part Nigel’s work with the C Different Foundation. C Different was founded to inspire visually impaired people around the world to lead active and healthy lives, and provides sighted guides and additional support to visually impaired athletes wishing to participate in endurance sports.

Both men spent countless hours of training since January to prepare for the extreme triathlon that includes a 2.4-mile swim, a 112-mile bike ride and ends with a 26.2-mile marathon.

According to Willerton, the Ironman race distance and time limitations are the same for a physically challenged athlete as they are for everyone else. “The difference for us is that Brandon and I swam tethered together, rode a tandem bike for the 112-mile ride, and then completed the marathon using a guide rope with me providing verbal information on any ups, downs, obstacles etc. on the run course.”

Nigel Willerton and Brandon Adame compete in marathon portion of Texas Ironman

Although the challenges they encountered may have been different than the ones most runners faced, the sense of accomplishment was the same. Brandon said the most satisfying part of finishing any race is “just the fact of getting to the finish line and getting across it.”

“I’ve completed several Ironmans in the past but it was truly an incredible experience to do the competition with Brandon,” said Nigel. “In his training leading up to the event, Brandon displayed exceptional courage and fortitude in preparing for this immense physical challenge.”

With one Ironman under his belt, Brandon is planning to compete in the 2012 competition.

To view an interview with Brandon Adame and Nigel Willerton on KTRK-TV Houston, click here.

According to legend, monk fruit is named after the Buddhist monks who first cultivated it nearly 800 years ago in China. Ever since then it has been treasured for its health-giving powers and its unique, calorie-free sweetness.

Now ISC has combined, through a proprietary process, the best attributes of monk fruit with cane sugar to create a reduced calorie, all-natural sweetener that can be used in beverages, baking and other food products.The new sweetener will be sold under the company’s new NatureWise(tm) brand.

“I have to say that I am very impressed with this new monk fruit sweetener,” says Van Damme. “What I like best is the fact that there is no lingering, bitter aftertaste like you get with some other natural sweetener options.”

Because of its incredible sweetness, cooks and bakers can reduce the amount of sugar called for in a recipe by half. According to Van Damme, reducing the amount of sugar in a recipe can present a challenge because although sugar is a dry ingredient, it acts as a moisturizer in baked goods, especially in cakes. However, he has found through his testing that using the monk fruit sweetener results in baked goods that are moist and soft.

The monk fruit sweetener has proved so flavorful that Van Damme prepared several baked treats for a recent meeting that executives with ISC had with a potential customer, including scones, apple crumble, and a carrot and pineapple cake.

“There is definitely a need for a product like this monk fruit sweetener,” explains Van Damme. “This will appeal to people who want to reduce their intake of sugar but don’t want to give up taste. Many consumers feel they are overusing chemicals in their foods, but are hesitant to switch to natural food products because of flavor.”

This summer, Van Damme, a pastry instructor at Houston Community College, is teaching a healthy baking class and will use the monk fruit sweetener. He indicates that this is a product that will definitely appeal to his students who he believes are looking for creative ways to make baked desserts more nutritious.

He continues to do more test-baking with monk fruit, working to create dishes with the right flavor, texture and consistency. Eventually, he wants to create an entire library of recipes using this new product that
will be available on the upcoming NatureWise(tm) website.

“‘I think it’s going to do very well because it provides a very natural flavor,” predicts Van Damme. “It’s always about taste. If it doesn’t taste good then it doesn’t matter how good it is for you, no one will use it. “

Sugar is the largest crop in Mexico and is an important source of employment throughout rural Mexico. Imperial Sugar saw an opportunity with the full implementation of the North American Free Trade Agreement (NAFTA) in January 2008 to leverage its expertise in packaging and marketing and combine forces with Santos, an established company with a strong knowledge of the local sugar industry.

Formed in the fall of 2007, the venture markets Mexican sugar or sugar imported from the United States to customers in Mexico, as well as facilitates exports of sugar produced in Mexico into the United States. CSI markets the sugar for these mills within Mexico and ISC sells exports for the group in the U.S. According to Patrick Henneberry, Senior Vice President of Commodities Management and Sales for ISC, this partnership has allowed ISC to gain important knowledge of the Mexican market, which will prove invaluable as we increase our trade with our neighbor to the south.

“More and more U.S. companies are interested in sourcing sugar from Mexico, and the partnership of CSI and Imperial in marketing gives customers in the U.S. an experienced, single source of supply for both U.S. and Mexican product.” said Henneberry.

CSI has built a modern, state-of-the-art transfer facility to improve the marketing of sugar in the U.S. As part of ISC’s ongoing commitment to safety, the transfer facility has been built to meet the U.S.’s stringent safety standards. The transfer station, which is scheduled to start up the first week of May, will have a total transfer capability of approximately 400 tons per shift.

The facility will be able to take in sugar in 50 kilo bags or totes, and to transfer sugar to bulk railcars as well as pack the sugar in totes, 50 pound or 25 pound bags. The facility will handle sugar for Santos and ISC and will also do transfers and packing for third parties. Other products and presentations are being evaluated for the further expansion of this exciting, new facility.

“We will start off with one shift per day but will add more shifts and increase capacity as the demand for refined sugar continues to grow in the U.S. and in Mexico,” said Henneberry. “The new transfer station will help Imperial Sugar better serve its customers and meet their needs for a variety of sweeteners.”