Kitchen Stewardship | A Baby Steps Approach to Balanced Nutrition

Falling from a Sweet, Sweet Summer: An Interview with Jim May, "Father of Stevia"

September 23rd, 2011 · 47 Comments · Food for Thought

Yesterday we discussed stevia: is it safe? benefits and dangers and ended up with some good discussion in the comments. I’m definitely a fan of stevia, but with the caveat that it’s properly processed.

I had the opportunity this summer (before a Sweet, Sweet Summer fell into fall – thank you to a reader for the new title!) to interview Jim May, founder of Wisdom Naturals Brands and SweetLeaf stevia.

Jim May: Background

Jim May first tasted stevia in 1982 when a Peace Corps volunteer brought some to him from South America. He made it his mission to bring stevia to the United States and began what would be a 25+ year battle to obtain GRAS (generally recognized as safe) status from the FDA so that he could market stevia as a sweetener to be added to foods.

Coming from the perspective of a former end-stage renal disease executive, the health benefits of stevia have always been important to Jim May. He prides himself on keeping all chemicals away from his product and processes the stevia differently than others on the market. May also sources his stevia only from South America, where he hopes the economy can be stimulated with a legal crop in part to combat the lucrative drug trade there.

Q&A with Jim May

Chatting with Jim May reminded me a little of talking with my own father: a man in the upper decades of life, uber-passionate about his work, focused on big goals, lover of storytelling, and right about everything, because how could there be any other way? I immediately felt comfortable with the conversation and became more and more interested in and fascinated by what he had to share (the 30-minute interview turned into 45 minutes before we knew it). image

photo source: Wisdom Naturals Press Kit

Here’s the basic text of the interview, adjusted slightly to make sure my notes make sense, but mostly Jim May’s words:

Q: How does one process a green leaf into a white powder?

A: The stevia herb is green because of chlorophyll. To make the white powder, we soak leaves in cool water, and over a period of soaking time, all the nutrients are extracted. Then we use a series of filters of various molecular pores (sizes) which can extract various compounds and separate them. We end up the four most desirable glycosides, the sweet compounds in the leaves.

Scientists used to think there were eleven glycosides, but now know there are over 25. When they are separated, you have white powder because the chlorophyll is removed. No bleaches or chemicals ever touch the product.

Q: How do you find natural stevia vs. unnatural?

A: The simple answer is to use Sweetleaf. Long answer: the old way to extract uses chemicals, including ethanol and methanol. [Jim tells the story of a guy who talked to him at a trade show saying, “we use food grade ethanol, and you should too." May says ethanol is car fuel. That's why there's no corn to feed all the people.] Sweetleaf technology uses 100% cool water filtration; no chemicals or alcohols whatsoever ever touch our product.

Q: What did you do between 1982 and 2008, when stevia finally received GRAS status from the FDA, to keep SweetLeaf running? How did you get stevia into the U.S.?

A: [Between 1982 and 1995, we sold Yerba Matte, a traditional South American tea that includes stevia, then marketed it for the skin, and when stevia was allowed as a supplement, we sold it as that.

The process of figuring out how to market it as a sweetener people would recognize (in packets) was difficult.]

Stevia extract is 300x sweeter than sugar. The only source at the time (in 1995) was China. People couldn’t use anything in the kitchen that was 300x sweeter than sugar. How to make it work?

We had to do what aspartame is doing – blend it with a carrier. What to use? There were no good ideas out there, so I wouldn’t do it because I wanted a product absolutely healthy and natural, something diabetics could use without any harm whatsoever [remember that May's background is in renal disease].

I began searching for a proper carrier, and it took a year to find it – inulin. Inulin exists in all fruits and vegetables. It’s a soluble fiber, but we don’t digest it. Inulin goes directly to the intestines, where it’s a primary food supply for good bacteria. It is white, mildly sweet, has no calories, no impact on the glycemic index.

The SweetLeaf blend for packets and shaker bottles is inulin. The quality of inulin and stevia has increased over years.

[When the GRAS status was recognized in 2008, we were ready to go to market.]

image

(photo source)

Q: What kind of hoops did you have to jump through to get the GRAS status for stevia, and why was it such a long task?

A: I went to the FDA office in early 1983 with tea bags I wanted to market, and also a dark liquid concentrate (which doesn’t taste quite as good as the clear liquid). They told me, “Oh, Mr. May, we know all about stevia and it’s perfectly safe; you’ll have no problem.”

Then the problems started. In 1965 a drug company was developing aspartame as prescription only drug for peptic ulcers. Because of negative test results on safety, they could not get it approved. Then one day a lab worker accidentally licked his hand or something and tasted the substance.

Suddenly the drug is going to be marketed as sweetener, but the FDA wouldn’t allow it at that time. The drug company had done numerous studies, most of which said it was safe, etc. Most independent labs showed it was terrible for human body.

The Senate held hearings and doctors and scientists continued testifying that it was no good.

At this time, [political drama began]. Ronald Reagan did not select Donald Rumsfield as his running mate, choosing Gerald R. Ford instead. It was sort of expected in Washington that Rumsfield was owed something.

The drug company then hired Rumsfield to be president of the company; his assignment was to get aspartame approved as sweetener. He accomplished that in 1981 in this way:

Rumsfield removed the commissioner of FDA and hired Arthur Hayes, whose job was to overrule objections to aspartame as sweetener; within a few weeks he resigned and went to work for the same drug company.

By 1982 Japan had been researching and marketing stevia for several years, and stevia had 40% of the market share for sweeteners in Japan. Rumsfield knew this and had just gotten aspartame approved…so stevia was a big competitor.

Suddenly after a magazine article featured my work with stevia, Rumsfield sent a big team to stop me from bringing stevia to America. The agent who called to tell me the news was so upset that he told me what they weren’t supposed to tell me!

The bottom line: Lawyers from aspartame company worked to stop me from selling stevia as a food, but they didn’t care if it was sold for topical benefits. Stevia concentrate is wonderfully healing for skin – so I changed the label to a skin care product and also sold herbal teas with healing properties including stevia in them.

I had a bad feeling about using the word stevia, so I trademarked “honey leaf” – what they call it loosely translated in Paraguay.

As I did speaking engagements about stevia’s topical benefits, people would always ask, “Can I take it internally?” and my answer was, “In America, no. …But if you lived in other countries, you could take it internally.”

By 1993 I was fed up with whole thing, so I met with John McCain [May's senator from Arizona] and several congressmen to show them the Japanese research. I convinced them the whole thing had nothing to do with safety but was a restraint of trade.

They agreed and wrote letters to FDA on my behalf. They got nasty letters back telling them that congressmen do not tell the FDA what to do.

The next year, the FDA passed an act that allowed stevia to be sold “as a dietary supplement” only. So – congress did tell the FDA what to do.

In 1997 Cargill announced they were going to introduce stevia as first GRAS ("Generally Recognized as Safe") stevia in the US. Another company followed suit that THEY would be the first. Another company was going to get it approved as a drug so it couldn’t be a sweetener [because a drug can't be a food].

I couldn’t let any of that happen! I took a course of action called “self affirmed GRAS” by hiring qualified scientists to research stevia who were all former FDA GRAS scientists.

The started with the 1700 pages of science on stevia collected, including over 1500 published scientific studies on safety of stevia – all positives. Any negative study has been disproven.

About this time scientists from South America called me and claimed they were experts in water extraction, that they could extract flavonoids, etc. from plants, and they wanted to know if I would work with them to develop a new technology for stevia extract.

By 2008 when the GRAS status was almost ready, we had developed the water extraction stevia in our private factory. Scientists said “absolutely this is GRAS." I felt like I “won” the race as the first to achieve GRAS status for stevia.

[Sidenote: according to Mr. May, Truvia brand is 99.1% erythritol and the "rest" is stevia. The erythritol is from GMO corn, extracted from corn with various alcohols. Americans rejected erythritol, but they are accepting stevia. Hence, big brands getting on board.]

Q: Research shows that eating both sugar and artificial sweeteners trains the palate to want more sweet food, and can be addictive. Any idea if stevia has a similar effect on our sugar cravings, or do different rules apply to herbs?

A: Stevia actually reduces desire for sweets and fatty foods. Nobody knows why yet, but if used daily as part of diet, you have no desire for sweets and fatty foods. This is not in a study, but it’s what people report.

Q: What sort of Sweet Leaf do you use personally on a daily basis: powder or liquid?

A: I have been using stevia every day for 29 years, and now I cannot tolerate more than a few bites of candy. I use every type – whole leaf every morning in a beverage called yerba matte – the hottest thing going in energy market, but bitter, so I include stevia. This has also stopped all the allergies I have had for 25 years.

Q: How can we (you) get stevia into more products that people can purchase at their local grocery stores? What roadblocks do you encounter when you approach other food companies to try to convince them that stevia is the ingredient to use?

A: The only roadblock is that big companies take a long long time (they have to) to do lots of research to make sure they’re not altering the flavor, etc. The head of Wrigley’s said if they decided they’d use stevia, it would take two years to get the new product on the shelf because of the product testing time.

As a company, we’re struggling to produce the new water extraction technology fast enough to supply the demand of those who want it. [Wisdom Naturals/SweetLeaf is adding new factories and expanding, but still makes sure they get all their stevia from South America.]

Q: How does the home baker make up for he discrepancy in mass between stevia and sugar?

A: The tabletop packets are ten times sweeter than sugar. We’re working on new product called Sugarleaf. It’s stevia bound to sugar molecules, one granule of both, so instead of 1 c. sugar in a recipe, you’d use 1/3 cup. That way you end up with 2/3 fewer calories.

Q: Do you have any plans to simply offer the dried herb, green, in its most natural form?

A: We do sell leaves in tea bag form, with which one can make a concentrate by cooking leaves in water. This maintains over 100 nutrients found in stevia that promote extraordinary healing both internally and topically.

This next part is my words, because FDA regulations prohibit companies from claiming any health benefits to foods whatsoever. Since the 1938 Food, Drug and Cosmetic Act, only drugs can cause us to have good health, you see. Right? Of course. Food has no impact on our well-being. Right. *raspberries*

They do sell stevia tea, and one teabag sweetens 2-6 cups of liquid. The tea helps stomach upsets, because harmful bacteria that cause upset stomachs, food poisoning, tooth decay, and gum disease love the taste of sweet glycosides. But stevia has a chain that harmful bacteria cannot digest.

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Thanks, Mr. May! Great interview, and it’s so nice to "meet" a brand with a real person behind it, especially someone for whom global economics, environmental safety, and true health of people is paramount.

You can buy SweetLeaf stevia in stores or at Amazon HERE. Don’t forget to use your Swagbucks!

Watch next week for a recipe and some ideas on how to use stevia in the kitchen.

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47 Comments so far ↓

  • Kelli

    Question: When you go to the Amazon link, it shows these bottles of liquid stevia with flavor like vanilla and English toffee. They say Sweetleaf but the packaging looks different. I would LOVE to try them, but I want to make sure I’m getting something that is healthy and doesn’t have weirdo chemicals in it.

    [Reply to this comment]

    Katie Reply:

    Kelli,
    I have a Sweetleaf flavored stevia, and it just says “natural flavorings.” For me though, I’d stick with the clear liquid b/c I could use it for anything (they do have the clear unflavored on Amazon too). Good question! :) Katie

    [Reply to this comment]

    Erin Reply:

    Kelli, I work for SweetLeaf and I can assure you that there are no chemicals in the flavored liquid stevia. There are no chemicals in any of SweetLeaf’s formulations. Also, when it says”natural flavorings,” that’s exactly what it is. I use the liquid flavors myself. Recently, the root beer in sparkling water to make a healthy soda and theEnglish Toffee on cooked ham with cinnamon.

    [Reply to this comment]

  • Erin via Facebook

    This was so interesting!! One more reason to be flabbergasted with the FDA

    [Reply to this comment]

  • Audrey

    I do have a hearth question: I read somewhere that because Stevia has no calories but tastes sweet, it fools the metabolism. This doesn’t pose a problem until the next time one’s body tries to metabolize sugar, but then it can really throw off one’s system. Is this true, or do you know anything about this issue? Thanks!

    [Reply to this comment]

    Katie Reply:

    Audrey,
    I wish I knew the answer to that one…but I don’t. :(

    [Reply to this comment]

  • Nora

    Perfect timing! My nutritionist gave me a shake recipe that has stevia liquid in it and I sat down to order some but found your article first. It is helpful to know how Sweetleaf Stevia is processed. Thank you!

    [Reply to this comment]

  • Kate @ Modern Alternative Mama

    That is an absolutely horrifying story about why stevia didn’t get GRAS for so long. That is why so many people (including myself) do not trust the FDA and politicians and so on. Because this sort of unconscionable, corrupt behavior really does occur! It’s about protecting projects and the market and industries, not doing what is actually best for people. Just insane.

    [Reply to this comment]

  • Esther via Facebook

    Ugh I just bought “stevia in the raw” yesterday and I guess it’s the wrong kind :(

    [Reply to this comment]

  • Jen via Facebook

    Glad you see some humor in it. the FDA always makes me so mad. Great article – I had no idea that the SweetLeaf brand was even worth buying, I’ve been having a lot of success with nu-naturals.

    [Reply to this comment]

  • Angela via Facebook

    I had been using the sweetleaf brand and wondering how it was processed. This answered the questions I’ve had. Thank you Katie for doing the research.

    [Reply to this comment]

  • Shelly Smith

    Do you know where/how we can purchase the stevia tea bags to make our own concentrate?!

    [Reply to this comment]

    Katie Reply:

    Shelly,
    I think the stevia is PART of the yerba matte tea, not sold separately. You can search for dried green stevia leaves to try to make your own, I think.

    [Reply to this comment]

    Erin Reply:

    Actually, you can buy stevia tea bags. Wisdom Natural Brands, makers of SweetLeaf Stevia offers stevia herbal tea. I know because I work for the company, and have even drank stevia herbal tea with tea bags. It helped heal my food poisoning–it was amazing! Try natural food stores or you can always go online to http://www.wisdomnaturalbrands.com Good luck!

    [Reply to this comment]

    Erin Reply:

    I just went to the website I provided, and you may need to go to http://www.wisdomofancients.com to purchase the stevia herbal tea with tea bags. Wisdom of the Ancients is the brand of the herbal teas, and they are made by Wisdom Natural Brands.

    [Reply to this comment]

  • Melody

    A few years ago I read about stevia being linked to infertility. Any news on that from Mr. May? Thanks for researching!

    [Reply to this comment]

    Katie Reply:

    Melody,
    I wanted to ask him about that but ran out of time! I’ll see if I can get something via email…

    [Reply to this comment]

  • Kristie

    Fascinating! I bought bulk stevia leaf (just the dried leaves) online. How long should i let it simmer to concentrate the sweetness to add to recipes?

    [Reply to this comment]

    Kristie Reply:

    Also, what would be the optimal amount of time to simmer AND keep all the nutritional benefits?

    [Reply to this comment]

  • My-Home-Remedies.com

    This is very interesting! I love hearing about all this political stuff.

    [Reply to this comment]

  • Theresa

    This is my question also-how to get the tea bags. I don’t see them on Amazon using the link you gave. . .
    Theresa

    [Reply to this comment]

    Katie Reply:

    Theresa,
    Here’s a good place to start: http://wisdomnaturalbrands.com/ :) Katie

    [Reply to this comment]

    Erin Reply:

    I think you would want to go to http://www.wisdomofancients.com

    [Reply to this comment]

  • Karen

    Rumsfeld. Safety for humans. What a joke. Nuff said.

    [Reply to this comment]

  • Rosann

    Thanks Katie great article.

    [Reply to this comment]

  • Rosann

    Buy the way stevia is very easy to grow in the home garden and if you are in a climate that has a heavy freeze you grow it as an annual. In California it grows as a perennial, it dies back in the winter and comes up again in the spring.

    [Reply to this comment]

  • Sonja

    Unrelated to the post, but I finally finished reading your entire blog from the first entry to this one (took me a good 4 months during kids’ naps and in between house work and following Monday Missions)! It’s been such a valuable resource as we’ve moved to real foods and eco-friendly products. Thanks so much! Looking forward to following along in real-time now.

    [Reply to this comment]

    Katie Reply:

    Oh, my goodness! Sonja, you are amazing. You get the Super Fan award. ;) Katie

    [Reply to this comment]

  • Cheryl

    What has stopped his allergies — yerba matte or stevia? Or just his avoiding sugar, which causes food allergies and suppresses the immune system leading to seasonal allergies? Wish he’d elaborated. Thanks for the great post, though!

    “A: I have been using stevia every day for 29 years, and now I cannot tolerate more than a few bites of candy. I use every type – whole leaf every morning in a beverage called yerba matte – the hottest thing going in energy market, but bitter, so I include stevia. This has also stopped all the allergies I have had for 25 years.”

    [Reply to this comment]

  • Cheryl

    BTW, I purchased a single powder shaker (.9 oz) last month at Azure Standard for $10.20, which is a better price than Amazon…

    [Reply to this comment]

    Katie Reply:

    Cheryl – Thanks! I haven’t ever purchases from Azure, but I know many who do. Great deal! :) Katie

    [Reply to this comment]

  • Steve

    Contrary to the interview’s claim, I have not found that using stevia daily for the last year or so has reduced my enjoyment of or desire for candies and other sugary sweets. Unfortunately.

    [Reply to this comment]

    Katie Reply:

    Steve, Bummer – that sounded too good to be true. ;) Katie

    [Reply to this comment]

  • Sarah

    I keep hearing contradictory things about stevia and GAPS. My thinking is that because it’s an herb it’s legal, since herbs are all ok. But I’ve heard it has to do with the molecular structure of the plant too. Has anyone heard this or knows the answer? I’m hoping it’s legal because too much honey can really mess with my system (hypoglycemia).

    [Reply to this comment]

    Katie Reply:

    Sarah,
    I don’t know GAPs rules, unfortunately, but maybe Cara of Health, Home and Happiness would be a good source? They’ve done GAPS for a long time. I would think better to do stevia than something that will mess up your system, right?
    Good luck – Katie

    [Reply to this comment]

  • janelle

    I have a bottle of the SweetLeaf Stevia Clear liquid, and it also lists “natural flavors” as an ingredient. Makes me nervous, since “natural flavors” can mean anything from MSG to actual natural flavors. Is there any way to identify what exactly is in it? Or the flavored ones, for that matter? I’d love to try them, too.

    [Reply to this comment]

    Katie Reply:

    Janelle,
    I’m emailing my contact now…I hope we get an answer! :) Katie

    [Reply to this comment]

    Katie Reply:

    Janelle,
    I never heard back, but a comment just came in above reassuring us that natural really means natural…
    Katie

    [Reply to this comment]

  • Marie

    Really appreciate the article and comments as I have been using NuNaturals for two years and have liked it but wondered about the difference between it and Truvia and other stevia products.
    What is Erythritol? I have seen it as an ingredient in stevia products.

    [Reply to this comment]

    Katie Reply:

    Marie,
    Good questions! Truvia and some other “big name” products contain a small amount of stevia and a large amount of other fillers. NuNaturals is a darn good brand as far as keeping the junk out. Erythritol is another calorie-free “natural” sweetener, I think made from corn alcohols, but there are a lot of negative things said about it. It’s on my list to research more! :) Katie

    [Reply to this comment]

  • Deb D

    This is a small point, but Ronald Reagan selected George H.W. Bush as his running mate, not Gerald R. Ford. Ford was president from 1974-76, losing to Jimmy Carter, who lost to Reagan. What this has to do with Rumsfeld is unclear to me.

    [Reply to this comment]

  • How to Use Stevia and How to Substitute Stevia for Honey

    [...] with the SweetLeaf brand. (I also like the fact that SweetLeaf stevia is minimally processed—read this post for [...]

  • Is Popcorn Primal or Paleo? | Mark's Daily Apple

    [...] itself seems to be a legit product. It was founded by James May, who fell in love with the herb in 1982 after a Peace Corps volunteer brought some back from South [...]

  • Rosie D

    What about coconut palm sugar. Is it good especially for baking

    [Reply to this comment]

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Welcome!  Meet Katie.

I embrace butter. I make homemade yogurt. I eat traditional real food – plants and animals that God created, not products of plants where food scientists work. Here at Kitchen Stewardship, I share how I strive to be a good steward of my family's nutrition, the environment, and our budget, all without spending every second in the kitchen. Learn more about the mission of KS here.

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