Cargill’s stevia sweetener Truvia has launched an online campaign, “Sharing a Sweet Future,” to help feed schoolchildren in Bolivia.
Each time someone logs onto the campaign’s site and writes a note of encouragement or inspiration to Bolivian children, Truvia will donate $1 toward the World Food Programme’s Sustainable School Meals program (up to $300,000 in the first year).
The campaign focuses on a region of Bolivia experiencing chronic malnutrition among its children. Stevia plants used in Truvia are grown in South America.
“Our business is built with a responsibility to the communities where we operate. With ‘Sharing a Sweet Future,’ we hope to share in the future of these children and provide the nutrition they need to succeed while helping establish sustainable, thriving communities," said Zanna McFerson , VP and business director for Truvia.
The campaign is one element in the brand’s corporate responsibility program, according to Cargill.
Truvia, launched in December 2008, is the #1-selling brand among “natural” sugar-substitute sweeteners, and the #2 brand (behind Splenda) among all sugar substitutes.
The brand recently launched a $30-million, multiplatform advertising campaign themed “From nature, for sweetness.”