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.

Toys collected by employees of Imperial Sugar Company and Wholesome Sweeteners for The Rainbow Room project.

ISC and Wholesome employees collected funds and goods for donation to the Rosenberg, Texas Rainbow Room, the East Fort Bend Human Needs Ministry, Houston Marine Moms, and the Snowdrop Foundation, proving that it truly is better to give than receive.

The first of these charitable organizations, the Ft. Bend Rainbow Room, was founded by former first lady Laura Bush. The project was designed to provide children and adults being served by the Texas Department of Family and Protective Services with emergency and transitional supplies. The Rainbow Room is quite literally a room, stocked with a variety of new goods—from baby items to hygiene products to school supplies—intended to promote the well-being of people of all ages.

ISC employees contributed to the well-being of children and the elderly specifically by donating unused toys and senior gifts to the Rainbow Room’s Christmas drive. Through their collective efforts, ISC employees helped guarantee that each child would receive a bag filled with three to four toys, along with books, and stuffed animals; they furthermore ensured that the elderly were remembered during the holidays as well.

Tonya Lewis, the Executive Director for the Ft. Bend Rainbow Room, comments that without the generosity of ISC employees and programs like the Rainbow Room, many children would not receive any gifts this holiday season.

Food donations for East Fort Bend Human Needs Ministry

In addition toys, ISC personnel also gathered food items and socks for donation. Employees donated food to help provide a wholesome holiday meal to neighbors in need at the local East Ft. Bend Human Needs Ministry. From gracious employee donations, those at the ministry were able to make 350 baskets for underprivileged families.

Socks on the other hand, were collected on behalf of Houston Marine Moms. Houston Marine Moms began as a grassroots organization—as an opportunity for mothers and family members of those serving in the armed forces to come together and share their experiences. Today, the organization has grown to receive support from both local and national communities. Interested individuals may show their appreciation to men and women in the military by making monetary and other donations to Houston Marine Moms directly.

ISC employees chose to send socks and Gold Bond powder to military personnel via Houston Marine Moms in an effort to bring a few of the comforts of home to those serving abroad during the holidays. In total, ISC staff collected 355 socks and 60 four-ounce jars of Gold Bond powder for delivery to US troops.

ISC’s final holiday charity benefitted the Snowdrop Foundation. The Snowdrop Foundation is a nonprofit organization dedicated to raising funds for pediatric cancer research, and to providing college scholarships to pediatric cancer patients and survivors worldwide. The foundation was established in 2006 by Kevin and Trish Kline, and its mission was inspired by a young lady by the name of Chelsey Campbell.

Kevin Kline recounts Chelsey’s story—a then fifteen-year-old cancer patient being treated at Texas Children’s Cancer Center. Beginning with a fundraising event in 2005, the Klines came to forge a close bond with Chelsey. During one of their many conversations, Chelsey remarked to Kevin that while there were many races (such as Relay for Life) committed to raising funds and awareness for cancer research in general, few were devoted exclusively to pediatric cancer care. Shortly after Chelsey received word that her treatments were no longer effective in forestalling the cancer, Kevin pledged to run a marathon in Chelsey’s honor.

Additionally, following her sixteenth birthday, the Klines presented Chelsey with a gift which promised to further honor Chelsey’s efforts and those of young cancer patients like her. On June 14, 2006 Trish and Kevin Kline presented Chelsey with a notification from the IRS stating that their application for a 501© (3) nonprofit organization had been approved, officially marking the beginning of the Snowdrop Foundation.

Like Kevin and Trish Kline, this holiday season ISC and Wholesome employees helped to continue Chelsey’s legacy by implementing Blue Jean Fridays, an event where each employee wishing to wear jeans on Friday donates $5.00 to the fund. To compliment the generosity of the employees, ISC matched dollar-for-dollar the employee contributions bringing the amount raised to $3,700. On top of this, Wholesome Sweeteners donated an additional $1,000, for a grand total of $4,700 that was donated to the Snowdrop Foundation.

To recognize the employees’ philanthropic achievements, ISC hosted a holiday luncheon where George Muller, Vice President of Sales Planning, Supply Chain and Information Technology, announced the results of the various charity drives. On December 15, employees celebrated their accomplishments over traditional holiday fare, including turkey, dressing, and desserts baked by Chef Eddy.

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.

“Sometimes it seems that we’re a long way from real food,” says Pauline McKee, Wholesome Sweeteners VP of Marketing. “As a company specializing in organic and all-natural sugars, honeys, agaves and syrups, Wholesome Sweeteners appreciates consumers who take the time to read labels.

Product labels tell us where the food comes from, who made it, what is in it and how it’s produced. More than that, a product label speaks volumes about a company’s business beliefs and practices.”

“Case-in-point,” says McKee, “the Non-GMO Project has verified Wholesome Sweeteners’ products as compliant with their rigorous non-GMO standard.

Their verification reinforces the company’s long-standing commitment to always offer consumers organic and sustainably produced sweeteners that are as close to nature as they can be.

The Non-GMO Project is a not-for-profit collaboration of “manufacturers, retailers, processors, distributors, farmers, seed companies and consumers” – all of whom share the belief that consumers should know if their food is genetically modified or not. More than an independent third party verification, the Non-GMO Project verification allows Wholesome Sweeteners’ packages to bear a stamp to assure consumers that a food product has been tested for GMOs.

According to the Non-GMO Project, approximately 80 percent of processed foods sold in supermarkets have some measure of modification due to genetic engineering. None of these products are required to be labeled as such, posing a challenge for consumers seeking a natural, non-GMO lifestyle. As a result, more and more consumers are identifying non-GMO choices with the help of the “Non-GMO Project Verified” seal.

McKee believes that consumers need this verification now more than ever.

“As more of our foods become genetically modified and deliberately mixed with non-GMO crops, it is very difficult for any of us to exercise our right to choose between GMO and non-GMO foods. I’m evermore concerned over genetically modified food ingredients,” says McKee. “I know that millions of others are too. This is an important assurance for all of us.”

The Non-GMO verification adds to Wholesome Sweeteners’ market distinction of also being the only Fair Trade Certified(tm) sweetener company in the United States, McKee points out.

The Fair Trade label, which appears on the company’s sugars from Malawi and Paraguay, and honeys from Mexico and Brazil, means farmers who produced the food are being given a fair chance in the marketplace.

Run Across Ethiopia Team

Very few individuals run a marathon during their lifetime. The numbers dwindle even further for an ultra-marathon. But Nigel Willerton, CEO of Sugar Land, Texas-based Wholesome Sweeteners, recently completed the Run Across Ethiopia (RAE), an ultra-marathon (250+ miles) designed to raise funds to build schools in Ethiopia’s Fair Trade coffee growing regions.

From January 9-20, Nigel and his team of nine runners, made their way across Ethiopia. Nigel, who will be 47 this May, was the eldest and most experienced runner of the group. Many in the team were not seasoned travelers. Many had never run more than 26 miles, let alone an ultra-marathon. A handful left the states with injuries already haunting them.

The runners started out from Addis Ababa, the capital of Ethiopia. They made their way down through the Great Rift Valley, across hot and dry savannahs, and deep into the jungle. The team had to travel in the daytime, no before-dawn departures for fear of hyena attacks. They were constantly challenged with language issues. Even their assigned interpreters had trouble as the dialects changed through different cultural, ethnic, and religious areas of the large African nation. To complicate matters, Ethiopia is bordered by several countries for which the U.S. State Department has issued travel warnings. The roads in Ethiopia were full of hazards, traffic, gleeful children following and pawing at them and, as one runner found out the hard way, large stones.

The following is Nigel’s blog post following the second day of the ultra-marathon:

“Struggling to find much connectivity in Ethiopia but I am pleased to report we are two days into our run and 48 miles (79 KM’s) down with a total run time of 9 hours and 23 minutes. We are in the town of Mojo and we have all got it working baby!! Day One we ran 20 miles from Addis Ababa to Debre Zeit and 28 miles from there to Korem. Feeling great so far. The people of Ethiopia are fabulous and the kids are unbelievable, cheering and running with us in every town.”

The RAE is the brainchild of Chris Treter, owner of Higher Grounds Coffee. Treter wanted to do more than just roast and sell Fair Trade coffee in his coffee house in Traverse City, Michigan. Ethiopia is the birthplace of coffee and yet the fourth poorest country in the world. Coffee farmers live a very traditional lifestyle, farming fewer than five acres and living in stick houses. Electricity, running water and indoor plumbing are rare in rural areas. He wanted to help the coffee growers in Ethiopia beyond paying Fair Trade social premiums. He asked the co-op members what they needed. “Schools,” they said.

Nigel in sugar cane field in Ethiopia

In order to better address the need, Treter formed a non-profit wing of Higher Ground Coffee called “On the Ground,” which partners with organizations and communities in coffee-growing regions to bring fresh drinking water, education and health care to those who lacked these basic resources. The Run Across Ethiopia is an On the Ground project designed to raise funds and awareness for education needs in Ethiopian coffee growing communities. The goal of the project was to raise $175,000 to build three schools.

“The need is so desperate in Ethiopia,” said Nigel. So great in fact that Fair Trade alone can’t help. Education is the key to help lift the population out of poverty. This starts with building schools for children to attend.”

So after a year of planning, Nigel, along with the nine other runners, which included Treter, set out from the United States to do the equivalent of ten marathons in 11 consecutive days. There were six runners from Ethiopia who accompanied the group on their journey.

Nigel didn’t decide to join the team until last October, just months before the RAE. However, mainly due to his rigorous trainings for past Iron Man competitions, Nigel was one of seven of the ten runners who completed the average distance of 24 miles a day in 11 days. Three of the runners had to sit out one or two days due to injury or illness.

Nigel recalls how one runner, a man named Hans Voss, sprained his ankle on day 3 of the RAE so he had to sit out the next day. Voss returned on day 5 with his ankle wrapped to a point that it was immobile. According to Nigel, “It was a balloon for the next seven days and he ran almost 200 miles to the finish with it like that. Tough dude!”

All runners, with the exception of Nigel, were plagued by bad blisters, sunstroke or, worst of all, food poisoning. “You couldn’t drink anything but bottled water there or eat any food that had not been cooked, which left bananas basically,” said Nigel.”

On day 9 of the run, the RAE team entered the village of Hace Gola where they were met by over 2,000 singing villagers in a stunning display of gratitude for the gift of a new school that will soon serve that community for years to come and begin to break the cycle of poverty in Ethiopia

On seven of the 11 days, the runners ran the marathon distance or more, including 30 mile runs on days 3, 4, 5 and 6. The last day was not an easy ending to the run. It was all uphill from about 8,500 to 11,500 feet into Yirgacheffe.

“I was very fortunate on injuries and illness, experiencing virtually neither. Both my achilles are slightly strained and I had a deep bruise or strain in my right foot. The ache got progressively worse as the run wore on and I am still having treatment on my foot. Thankfully, it was the only true ‘new’ injury I developed.” said Nigel.

Nigel with Ethiopian school girl, wearing medal made by local school children for completing RAE

As a result of his dedication and commitment to the cause, Nigel personally raised almost $30,000 while the entire effort is estimated to have raised approximately $200,000, exceeding the goal of the RAE. About 20 percent of funds raised will be used to cover all expenses, with the remaining money going directly to build and supply much-needed schools, and to give children a better start and access to greater opportunities.

Nigel returned to the U.S. last weekend. When asked about it all, he shared the comments of another runner, Hans Voss, who Nigel felt summed up things the best.

“The biggest lessons though have come from the Ethiopian people. They are so warm, kind and genuine. Glowing smiles. Pure joy. So many Ethiopians have cheered us on. There’s nothing better than when we ran by a small hut in the countryside. Those inside noticed our presence, and then bolted out with arms waving, eyes wide open, and love in their hearts. We visited two communities where construction has begun on schools the RAE donors have made possible. They were as powerful a human experience as I have ever had – the gratitude of about a few thousand people flowing endlessly toward us. Ten runners, a number of crucial role players, and over 700 donors have made a huge impact for thousands of people in this community – and all they wanted to say was ‘thank you.’”

Nigel concluded by saying “although the run has been completed, there is so much more than can – and should – be done. I want to remind everyone that although the RAE is over, fundraising continues in order to provide the people of Ethiopia with schools, safe water systems and healthcare.”

What’s next for Nigel? He’s thinking of competing in an Ironman Texas competition this year but is seriously considering doing the Leadville (Colo.) Trail 100, a 100 mile ultra-marathon that takes runners through rigorous, high-altitude mountain trails and dirt roads. Nigel exclaimed “
This does frighten me!! I think it only has a 50% finish rate.”

From Kiwi’s first days as a fledgling magazine, Wholesome’s values and Kiwi’s have mirrored each other. Kiwi’s ever-growing multi-media platform, which reaches hundreds of thousands of parents across America, provides Wholesome with an opportunity to reach consumers who are seeking quality organic products that have an environmental and social benefit.

“Advertising our products is a fantastic tool for raising brand visibility,” says Pauline McKee, VP Marketing for Wholesome Sweeteners. “However, we find that because consumers are bombarded with so many media messages that the most effective way to reinforce and complement brand awareness and drive sales is to offer a taste of Wholesome’s organic and Fair Trade Certified sweeteners.”

This simple tactic of offering free samples has generated considerable positive word-of-mouth reviews and built buzz for Wholesome products, especially through online social networks. So it was little wonder that Wholesome took advantage of Kiwi’s Mom’s Meet program.

Launched a couple of years ago, Moms Meet is an online community that not only allows moms to connect virtually, but also fosters a community whose members meet friend-to-friend in small groups in living rooms and kitchens across the country. This forum provides moms the opportunity to talk about the latest news and perspectives on raising healthy families and living green, and to sample green products and share their opinions. In just two years, the Moms Meet community has grown to 40,000 members, and it adds about 2,000 new members a month.

As an initial test of Moms Meet suitability for broader sampling initiatives, Wholesome Sweeteners sponsored a focused sampling for 125 Moms Meet groups last fall, in which two thousand members across the country participated. The products offered included Fair Trade Organic Sugar, Fair Trade Organic Honeys and Organic Blue Agave syrups.

For many moms, this was their first opportunity to taste Wholesome Sweeteners products. Most moms had seen the company’s organic sweeteners on store shelves and in ads in Kiwi magazine, but many perceived sugar as sugar and honey as honey and that there was no real difference between conventionally refined and organic. The moms sampled the products directly as well as in a number of delicious applications, including cookies, cakes, quick breads and in beverages. The post-sampling survey results were unprecedented to say the least.

While the normal sampling survey response averages 35 percent, the Wholesome Mom’s Meet sampling inspired an 84 percent response rate. Of that, all rated Wholesome’s products as either excellent (87 percent) or very good (13 percent). For the first time in Moms Meet history, there were no “fair,” “unsure,” or “poor” ratings. Not one.

One mom who participated in the sampling had this to say.

“These were such fantastic samples! I found that many of the moms I shared with did not think of a product like sugar as something that could or should be organic. The raw honey samples were by far the favorite…no one had ever had it before, and the running joke was ‘Don’t disturb me if you see my face in the jar.’ We all really, really loved it and plan to look for it in our local stores! Such a treat, and so nice that it is one we can feel good about.”*

More than 90 percent of the mothers surveyed indicated they loved the taste and texture of the sweeteners and valued the products’ natural, organic and sustainable qualities, as well as the products’ versatility. Moreover, most moms understood and identified with Wholesome’s brand values, especially organic, fair trade, GMO-free and gluten-free. The vast majority (97 percent) of respondents reported that they would buy Wholesome’s products with, once again, no moms indicating that they “definitely would not.”

Another Moms Meet member commented: “It means a lot to know that there is a company out there like Wholesome Sweeteners. Not only is their product delicious and healthy, but they actually have ethical business practices. I’ll just say that Wholesome Sweeteners now has several permanent customers! Thank you!*

“We were overwhelmed with all the positive feedback we received from Moms Meet members,” said McKee. “The sampling proved what we knew all along – that a growing number of families are seeking natural and organic alternatives to products they use every day, like sugar. We will definitely partner with Moms Meet in the future to further enhance visibility for the brand as well as to introduce new organic sweeteners.”

In addition to advertising and sampling, Wholesome has partnered with Kiwi to sponsor kids’ recipe contests and sampling programs – from farmers markets and festivals across the country, (such as the well-known Boo at the Zoo, the Smithsonian National Zoological Park’s annual Halloween celebration), to in-flight kids’ activity packages on American Airlines.

All of Wholesome Sweeteners’ sugars are hand-grown on family farms in Paraguay, Malawi, and Brazil. The company uses honey collected from hives deep in southern Mexico and Brazil’s northeastern Amazon regions, where honey is a by-product of bees’ work as pollinators. Their agave nectars are collected from the blue agave, a plant that shapes the culture and landscape of central Mexico. Unlike most conventional sugars and sweeteners, all Wholesome Sweetener products are Fair Trade and USDA Organic-certified, promoting social and environmental responsibility.

*Source: KIWI Magazine Moms Meet Mom Ambassador (www.greenmomsmeet.com).

This revolutionary Stevia product is calorie free, has no artificial fillers, is low glycemic and Certified Organic. But its greatest attribute is its taste – a unique blend of Organic Stevia and Organic Blue Agave Inulin, which produces a smooth, mellow flavor.

The natural sweetener is an alternative to artificial sweeteners and is ideal for hot or cold beverages or sprinkled over fruit.

“Stevia is nature’s sweetest herb and it grows all over the world,” says Pauline McKee, Vice President of Marketing for Wholesome Sweeteners.
“Our Organic Stevia is well balanced and offers that just-right sweetness that brings out the best in so many foods and drinks. It’s a wonderful multipurpose sweetener that is especially useful for those watching calories and blood sugar.”

Stevia, on its own, is up to 300 times sweeter than sugar, so a very little bit goes a long way. One packet of Wholesome Sweeteners’ Organic Stevia sweetens like two teaspoons of sugar.

As with all of Wholesome Sweeteners products, it’s free from any synthetic ingredients. It is certified USDA Organic, Kosher, Non-GMO Project Verified, gluten free, and is appropriate for vegans and vegetarians.

The unique Organic Agave Inulin blend also provides the additional benefit of being a prebiotic, which is beneficial to digestive health. Inulin feeds probiotics, or health promoting bacteria, in the lower intestine, which aids in the prevention of the over colonization of disease causing micro-organisms.

According to McKee, “We have been working on this formula for over two years and we are delighted to officially launch Organic Stevia at the Natural Products Expo West.”

The company is introducing Organic Stevia in convenient, individual 1 gallon packets available at retail and in food service sizes. Wholesome Sweeteners will also be introducing Organic Stevia in the company’s free-standing pouches so it can be easily cup-measured for baking.

Attendees to the Natural Products Expo West taking place in Anaheim, Calif. in March can taste this ground-breaking Organic Stevia at Wholesome Sweeteners’ Booth 2842, Fresh Ideas Table 98 and outside Sampling Station S15.

Sugar Land, Texas-based Wholesome Sweeteners, which is celebrating its 10th anniversary this year, is the nation’s leader in Fair Trade Certified, USDA Organic, Non-GMO Verified, and sustainably produced sugars, syrups, nectars and honeys. Wholesome Sweeteners is a joint venture between Imperial Sugar Company and U.K.-based Edward Billington & Son.

A project of On the Ground, a non-profit founded by Chris Treter of Higher Grounds Trading, the Run Across Ethiopia aims to raise awareness and more than $100,000 for education projects, including schools in coffee-growing villages linked through the Oromia Cooperative Farmers Cooperative Union (OCFCU), a union of 129 fair trade coffee cooperatives that together represent more than 800,000 families.

Nigel completed his first Iron Man triathlon in 2008, and he’s been an avid competitor ever since. While Nigel loves the sheer will it takes to compete, he finds so much more in it.

“Running gives me freedom,” he says. “Freedom aids creativity and true creativity means you have the opportunity to be something better tomorrow than you were today.”

On The Ground invited a number of the U.S.’s Fair Trade leaders, including Nigel, to combine their personal passion for long-distance running and their commitment to corporate social responsibility to raise funds for new schools in Ethiopia.

Wholesome pioneered fair trade certification for sweeteners to foster ever-widening agricultural and community development programs while providing stable economic resources for its cooperative partners in developing countries.

Since its inception in 2005, when Wholesome Fair Trade Certified the granulated sugar line, the company has paid more than $2.5 million in social premiums to its cooperative partners (the social premium is paid above and beyond the market price paid for the sugar).

Wholesome Sweeteners is a joint venture between Imperial Sugar Company and Edward Billington & Son Ltd., one of the UK’s largest, privately owned companies.

Product labels tell consumers a lot: where the food comes from, who made it, what’s in it and how it’s produced.

In essence, a label speaks volumes about a company’s business beliefs and practices. It’s a disclaimer, and even perhaps, a corporate character assessment all in plain view, right there on the grocery shelf.

As a company specializing in organic and all-natural products, Wholesome Sweeteners welcomes a close, careful read of labeling for its sugars, syrups, nectars and honeys. As vice president of marketing, Pauline McKee figures an informed consumer is the company’s best competitive advantage.

For example, the natural goodness of Wholesome Sweeteners’ products recently was verified as being Project Non-GMO (genetically modified organisms) compliant, she says. This verification makes it the first sweetener company to be classified this way. (http://www.nongmoproject.org/)

According to its website, the non-profit Project Non-GMO is made up of “manufacturers, retailers, processors, distributors, farmers, seed companies and consumers” – all of whom share the belief that consumers should know if their food is genetically altered or not.

The magnitude of this global issue is top of mind with Wholesome Sweeteners. “Moving forward, consumers will be showing an increasing concern over genetically modified food ingredients,” says McKee. “This new verification simply reinforces our long-standing position to always be GMO free.”

For the food industry, movement in this direction is needed now more than ever, she believes. “As more of our grains and crops become genetically modified and deliberately mixed with the non-GMO crops, it is very difficult for consumers to exercise their right to choose between GMO and non-GMO foods.”

The recent verification status adds to Wholesome Sweeteners’ market distinction of also being the only Fair Trade™ certified sweetener company in the United States, McKee points out.

The Fair Trade certification label, which appears on the company’s products, means farmers who produced the food – usually poorer farming communities in Latin America, Africa and Asia – are being given a fair shake in the marketplace.

“We have been working diligently for months to become non-GMO verified, too,” says McKee. “Besides our company website, the new Project Non-GMO logo will begin to appear on our literature and on product packaging.”