Grupo Herdez, a market leader in the production, distribution and sale of foods in Mexico, has signed an exclusive strategic agreement for the distribution and marketing of Cargill’s Truvia® sweetener in Mexico.
In addition, the recent opening of the Canadian market for stevia as both a tabletop sweetener and as an ingredient in foods and beverages will allow Truvia sweetener to be available throughout North America in 2013.
“We are pleased with the rapid acceptance of Truvia sweetener around the world, and our strategic agreement with Grupo Herdez enables us to further expand our global presence," said Zanna McFerson, vice president and business director for Truvia.
“With the market opening in Canada, Truvia sweetener is the only stevia brand to be available across North America, Venezuela and select countries in Europe in 2013."
Grupo Herdez will contribute its marketing expertise to the Truvia brand to build consumer awareness through advertising and in-store campaigns.
“We are excited to add Truvia sweetener to our portfolio of premium brands," said Héctor Hernández-Pons, chairman and CEO of Grupo Herdez. “The demand for a calorie-free sweetener from a natural source has grown with consumer’s expectations on knowing the source of their food.
Our strategic agreement with the Truvia business, the leader in its category, will keep our products relevant to consumers by acknowledging their needs and preferences."
