The Halliburton of the Stevia Beverage War

Making money from war is not a recent phenomenon.  In a 1935 publication, two time Medal of Honor awardee, Major General Smedley Butler wrote in his book titled “War is a Racket,” how companies from World War I were able to increase their earnings and profits by up to 1700%.

少将Smedley Butler题为“战争是一个球拍”一书于1935年出版并获得两次荣誉勋章，书中写到：“企业如何可以从第一次世界大战增加高达1700%的收入和利润。

Of course, the “war” we’re talking about today regards the launch by the two biggest soda companies in the world of products that share a common ingredient: stevia, a plant used as a natural sweetener.  In the last two weeks alone, key members of the beverage industry, which consumes 31% of the U.S. sugar supply, announced calorie reduction plans and product launches that highlight stevia.  Fortunately, this looming commercial battle is one where everyone can win.  In fact, these stevia-based drinks could enable “the return of the cola”, helping the beverage giants rejuvenate brands that have lost some of their luster.  Marketing gurus say “green’s got game”, and it’s likely that even more improvements will be made to make these products even healthier.  So, the beverage companies could in fact both win, and if they succeed it could be a boon for public health.

当然，“战争”，我们今天关注的两个世界最大的饮料公司的产品都有一个共同的成分：甜菊糖，一种天然植物甜味剂。在过去的两周里，饮料行业消耗31%的美国食糖供应量，幸运的是，这一个迫在眉睫的商业战争让每个人都能赢。事实上，这些甜菊饮料可以使“可乐”恢复他们已经失去了一些光泽的品牌，帮助振兴饮料巨头。营销大师说，“绿色的游戏”，很有可能更多的改善将使这些产品更健康。因此，饮料企业其实可以双赢，如果他们成功，这可能是一个公众健康福音。

The trend towards calorie reduction and sugar reduction is growing, and is being accelerated by mounting clinical data and public health campaigns that are having an effect on consumer buying trends.  Ebola may be more frightening, but non-communicable diseases like diabetes, obesity, and heart disease quietly wreak havoc on public health and are far more costly year after year.  The WHO proposed just in March of this year that their new sugar recommendation would amount to less than a soda per day.  People at the beverage companies appear to have gotten the message, as even the CEO of Coca-Cola won’t drink more than one full-calorie cola per day.  The largest beverage companies, Coca-Cola, PepsiCo, and Dr. Pepper Snapple Group, also tried to publicly affirm their commitment to calorie reduction just two weeks ago at the Clinton Global Initiative, where they announced they would reduce calories in their products by more than 20%.  Former President Bill Clinton in comments to the New York Times stated, “this is huge”.

正在建立​​的临床数据和公共卫生运动对消费者的购买趋势影响加速，热量的降低和减少糖的趋势正在增长。埃博拉病毒可能是更可怕的，但非传染性疾病如糖尿病、肥胖和心脏疾病悄然肆虐于公众健康，而且是医疗费用年复一年更加昂贵。在今年世卫组织新糖的建议于三月每天少于一杯含糖苏打水。人们在饮料企业似乎已经得到了消息，可口可乐CEO也不会每天喝超过一杯热量可乐。最大的饮料公司可口可乐、百事可乐、Dr. Pepper Snapple Group，就在两个星期前也试图公开申明其热量减少的承诺，他们宣布，将受减少其产品大于20％的卡路里。美国前总统比尔·克林顿对纽约时报说， “这是巨大的” 。
 

Stevia is a great enabler of this new shift in priorities as it is a truly zero-calorie, plant-derived sweetener.  It has continued to hold the promise of being the holy grail of the sweetener sector, and has already become the workhorse of the industry as the leading natural high-potency sweetener.

Here at Stevia First, our corporate aim is simple, to enable a far larger and more reliable global supply of this key ingredient.  Increased supply will fuel even more global product launches and reformulations, which are already enabling calorie reduction on a massive scale.  In the last two years alone, we’ve been able to build technology that could readily double or triple the global output of stevia.  We’ve also struck a deal and are now integrating a new business that could provide us with one of the largest stevia supply chains in the world today.

甜菊糖是一个伟大的推动者，甜菊糖是一个真正的零热量，来自植物的甜味剂，已成为天然高效甜味剂龙头主力。

Stevia First企业为全球更可靠的供应甜菊糖，供应的增加将刺激更多的全球产品的推出和调整，它已经在大规模使热量减少。仅在过去的两年中，我们已经能够建立的技术，可以很容易达到两倍或三倍甜的全球产量。已经达成协议且正在整合一个新的业务，将为我们提供当今世界上最大的甜叶菊供应链之一。
 

So it’s clear that in this dynamic period for our industry that we’re positioned well to capitalize in the months and years to come.  And while “war profiteering” is generally frowned upon, this war is a special situation and different.  Our actions can pay big dividends for not only us, but the beverage companies, public health and future generations all at the same time.

在几个月甚至几年来利用这个充满活力的时期对我们的行业。尽管“战争财”一般令人难以接受的，有所不同这场战争是特殊的情况。我们的行动能有大回报，不仅我们，饮料企业，公众健康和子孙后代。
 

Thanks for visiting and I trust you’ll stay tuned as there will be more to come!

Sincerely,

Robert Brooke, CEO
Stevia First Corp.所以，

感谢您访问我，敬请期待更多的惊喜！

此致，

罗伯特·布鲁克， CEO
甜叶菊第一集团

哈里伯顿公司（Halliburton Company）          哈里伯顿公司（Halliburton Company）是世界上最大的为能源行业提供产品及服务的供应商之一。成立于1919年, 总部位于美国德克萨斯州休斯敦，在全球七十多个国家拥有约六万名员工。为一百多个国家的国家石油公司、跨国石油公司和服务公司提供油气行业的上游服务，涵盖油田的整个生命周期：从油气勘探、地质数据管理，到钻井、地层评价、建井、完井和生产优化等全部过程。九十多年来，在设计、制造和供应可靠的产品和能源服务方面始终居于工业界的领先地位。
自二十世纪七十年代末，哈里伯顿公司即开始同中国石油工业的合作，服务范围已遍及中国所有海上和陆地油气田。公司在中国的北京、天津、深圳、上海和成都设有分支机构。

FROM：http://www.thechairmansblog.com/stevia-first/robert-brooke/halliburton-stevia-beverage-war/

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