Plan 2017 - Stevia del Condado - Ed. Hoja - English

2017

Edición Hoja de Stevia

Stevia del Condado 2

CONTENIDO

0 INTRODUCTIÓN

1 BUSINESS PLAN MODEL: SALE AND DISTRIBUTION OF STEVIA AND ITS DERIVATES.

1.1 Definition of the general characteristics of the project.

1.2 Our Team

2 ENVIRONMENT WHERE THE COMPANY ACTIVITY WILL TAKE PLACE

3 ACTIVITY OF THE COMPANY

3.1 Definition of the work to be carried out by the company

3.2 Key factors for its success

3.3 Products

4 AGRONOMIC POLICY

.


0 INTRODUCTION

Stevia del Condado was born in 2013 as a research Project in Navas de San Juán, Jaén. After some market

research and other empirical studies about ground analysis, the results showed a positive tendency towards

production and profitability.

Company dedicated to the commercialization of Stevia and

derivatives, like aromatics and tea with Stevia and its extract.

In all these products natural, ecological and even wild

processes are used. Likewise, the main product, our own

crop Stevia, ecologically produced, has some medicinal

properties that cannot be compared to any other type of

Stevia, an not only as a natural sweetener.

Future Vision To be a reference company in the food and agriculture sector both at national and international level thanks to our five bases: health, innovation, sustainable development, use of natural resources and employment.

Mission To obtain natural, ecological and healthy products, without any chemical components that can provide our customers with a better life quality as well as getting a complete vertical integration from the growing process to the commercialization stage, fostering a diversification and an agronomic alternative to other types of traditional farming.

Our company is addressed to those customers interested in consuming healthy products without any glucose,

sucrose, aspartame or eritritol. The offered products are gluten-free being perfectly suitable not only for

gluten intolerant people but also by diabetics. Besides, these people will be able to find the whole range of

products in our website as well as our authorized distributors. We supply products to herbalists, dietetic and

nutrition, gourmet and delicatessen shops, chemist´s, OTC´s, as well as to restaurants, coffee shops and hotels

among others.

Some of the products of this company have been certified as plantations with seal of Parque Natural de

Andalucía.


1 BUSINESS PLAN MODEL: SALE AND DISTRIBUTION OF STEVIA

AND ITS DERIVATES.

1.1 Definition of the general characteristics of the project.

Stevia del Condado is a company dedicated to the commercialization of Stevia and derivatives, like aromatics

and tea with Stevia and its extract. In all these products natural, ecological and even wild processes are used.

Likewise, the main product, our own crop Stevia, ecologically produced, as some medicinal properties that

cannot be compared to any other type wof Stevia, and not only as a natural sweetener.

What makes this company different is the

thorough care in the process of elaboration

because this makes the product eventually

exclusive. The almost handmade production

process gets better results far from the national

average, producing a higher value in the

production chain.

The growing and harvesting techniques as well

as those of commercialization have been

developed after several months of empirical

studies based on result policies where quality

should be over any other parameters.

The action area is mainly focused at a national level, although efforts are being made to take the product to

different European countries. Currently, marketing and financial plans are being carried out to implement the

first exportations. Countries such as the USA, Germany, the U.K, Italy or France have already shown their

interest in our product.

The use of endogenous natural resources can be seen through different points of view:

Innovation: use of environmentally friendly machines and techniques. We don´t contemplate

producing under the effects of any chemical substances or using machines to accelerate production in

a non-natural way.

Diversification: Considering an alternative type of agriculture needs lots studies and reliable tests

about its viability, sustainability and profitability. This task was developed when activities began. The

importance is not only in its profitability but in its degree of sustainable development it may create.

Unification: it´s possible to use the native natural and wild resources of the region itself. Stevia gives

de chance to mix its components with other types of natural plants such as the equisetum arvense

(horse´s tail) or the pennyroyal.

Stevia can make use of par of the land in the province of Jaén and it´s open to be grown without any major

problems due to its characteristics fit quite well. Internal results and empirical tests support this speculation.


To know this plant more deeply a description of its properties is attached:

BENEFITS OF STEVIA

anti-stress,

anti-caries,

anti-allergenic,

natural anti-oxidant,

lowers blood glucose levels,

reduces the need of eating sweets or fat,

dermal effect: helps in the process of healing of wounds and injuries,

cardiotonic, regulates blood pressure,

improves our resistance to the flue or colds.


PROPERTIES OF STEVIA

DIABETES Some components of the Stevia leaves such as Esteviósido, act directly on the Beta cells in the pancreas, segregating insulin considerably and reducing blood glucose levels up to a 35%, what shows that Stevia is a good glucose lower that improves also its tolerance.

HYPERTENSION There are studies mentioning the esteviósido present in the Stevia leaves as a hypotensive, regulating blood pressure and heart rate. This is in part due to the fact that the esteviósido helps regulate cholesterol and triglicerides and it acts as a vasodilator.

OBESITY An effective way to lose weight is using low calories sweeteners. The compounds present in Stevia, though really sweet, aren´t metabolized by hymans, so their caloric supply is null.

TOOTH CARIES Research has shown that the esteviósido doesn´t provoke caries because it doesn´t ferment in the presence of bacteria. In addition, it avoids the growth and reproduction of some bacteria and other infectious organisms such as the one provoking caries and gum disease, thanks to the presence of esteviol, esteviósido and rebaudiósido.

ANTIOXIDANT AND ANTICANCER The leaves of Stevia have a variation of the esclareal compound, whose anticancer power has been described by several authors being able for example to eliminate leukaemia cells or even colon, skin and bladder cancer ones. Besides, this activity is increased due to the fenolic compounds of stevia leaves that help eliminate free radicals and cellular oxidation.

ANTI-MICROBIAL EFFECTS It has antibiotic power, especially on bacteria like Escherischia coli, Stafiloccocus aureus, Corybacterium difteriae as well as on Candida albicans, a frequent cause of women vaginal infections.

In the environmental sustainability frame, it is posible to produce other elements in an ecological way to take

advantage the properties of Stevia and of using elements that nowadays have a residual usage. Specifically it

can mean to tests with olive or “acebuche” leaves that are currently being developed.

Finally, our R+D team also elaborates a plan to make the most of the plant itself, where the stem and other

residual elements may have a natural and sustainable use.


1.2 Our Team

Diego Requena Rentero

Director Departamento Comercial y Atención al

Cliente

Técnico Superior en Comercio y Marketing

Técnico Superior en Logística y Transporte

Javier Pérez López

Director Departamento de Logística

Técnico Superior en Logística y Transporte

Manuel Luis Justiniano Gª de Zúñiga

Director Departamento de Agronomía

Ingeniero Agrónomo

Máster en Olivar

Andrés Jiménez García

Export Manager

José Antonio Madrid Santos

Director Departamento de Administración y

Marketing

Diplomado en Ciencias Empresariales

Licenciado en Investigación de Mercados y

Marketing.

Juan Antonio Requena Rentero

Director General

Diplomado en Ciencias Empresariales

Licenciado en Investigación de Mercados y

Marketing.


2 ENVIRONMENT WHERE THE COMPANY ACTIVITY WILL TAKE

PLACE

1. External determinants

A) Socioeconomic:

• Wider education in the use of ecological and healthier products.

• Growing demand on products derived from ecological agriculture and production.

• Changes on eating habits consuming healthier products.

• Modification or elimination of products considered not appropriate for human consumption.

B) Technical:

• More efficient agricultural technology.

• Bigger introduction power by means of new technological products.

• Elimination of geographical barriers by using material technologically adapted to specific needs.

C) Legislative:

• New European legislation about the use and consumption of alternative farming (Regulation Nº

1333/2011).

• Positive condition for the consumption of sweetening products.

• Junta de Andalucía´s guideline that authorizes the distribution of this type of product.

2. Internal conditioning and Associates Competence.

• Enough technical knowledge and experience.

• Knowledge of the market, customers and suppliers.

• Vertical integration.


3 ACTIVITY OF THE COMPANY

3.1 Definition of the work to be carried out by the company

Stevia del Condado is a company that deals with the commercialization of Stevia and derivates, like

aromatics and tea with Stevia and its extract. In all of them, natural, ecological and even wild products are

used.

There are several reasons why this project is highlighted: firstly, the saturation of the olive oil market in Jaén

and its province that makes unprofitable a parallel project. Secondly, the rise of alternative products that

need similar care than the olive grove and that really can give viability in its integration. Last but not least,

Stevia belongs to a really young market with high expectations and positive profitability.

On the other hand it´s necessary to highlight the properties that Stevia has as a product in itself and as a

substitute for sugar. The EU accepted it as sweetener due to its properties among which the following ones

stand out:

Treatment of obesity.

Treatment of high blood pressure

Subsitute for sucrose

Suitable consume for diabetic and glutent intolerants.

Due to the fact that the European society ignores about the use and consumption of this plant together with

several scientific studies that support its consumption as supplement, the exploitation of this plant can bring

plenty of benefit to the food and agriculture market.

3.2 Key factors for its success Nowadays there are few companies dedicated to the elaboration of products from natural plants and even

less from Stevia. The EU is starting to be for this plant as well as the Northamerican FDA, that considered it

suitable for consumption in its official report of December 2010, after several analysis and empirical studies.

The idea came out in 2013 after several market and agronomical research, which said that a market niche

mainly addressed to a diabetic sector, where the plant ant its properties had an extraordinary `performance.

As months went by, the initial niche increased, due to the sweetener possibilities of the Stevia. Therefore, the

first results and analysis started to arrive and the sweetener power as well as its power as natural medicine

was positive.


The last step before getting part of the final product, tried to create formulae that could have room for other

basis to mix and get a healthier product, without chemicals added and suitable for gluten intolerant and

diabetic people. This last step is the one that is currently being developed because it´s not only possible to mix

with tea and aromatic plants because tests with handmade beer, honey and wine had been done.

INNOVATIONS THAT HAVE BEEN CARRIED OUT

Union of natural and wild products with a natural sweetener that offered a substitute effect for the

refined sweeteners and whose properties improved the health quality of the product.

Farming system developed and improved after two years of studies of the land, rainfall, substrate…

Mechanization developed especially for the crop needs, giving preference to clean processes that were

respectful to the plant and its habitat.


3.3 Products

Dry Stevia Leaf

Variants

o Whole Leaf Stevia

o Stevia leaf chopped

o Ground Stevia leaf

Formats

o Polypropylene bags from 1 kilo

o Kraft paper bag with window. 40 grams

Seed of Stevia, Creole variety. Cleans, sifting and free of leaves, stems and flowers

Formats

o Polypropylene bags from 1 kilo


4 AGRONOMIC POLICY

Stevia needs some specifications for its growing to succeed. This methodology has been developed in the

last years with very positive results. The specifications previously mentioned are the following ones:

REQUIREMENTS OF THE LAND

Ground with good drainage capacity that can´t get easily flooded during the rain season.

Composition: Franco, Franco-Sandy, Sandy, Franco-Clay Soil

Not excessively leaning land, the máximum permitting a future mechanization of the plantation.

Good level of organic material, equal or superior to 2.5%.

Avoid shading areas or areas surrounding by trees.

WATER NEED

Stevia needs watering, there is not possibility of producing it in dry land. The advised irrigation system is the

located or dripping one, reducing this way the consumption of water and locating the irrigation in the

plantation rows, making the growing of weed more difficult.

A good option of located irrigation is the drip irrigation hose with drips every 25 cm and volume of water

between 1.1 and 2.2 l/h per drip.


In areas with an excessive tendency to the growth of weed a perforated padding plastic must be used (marked

with holes measured to plant) on the lines of plantation and this way reduce the expense in workforce (manual

weeding hoe). It´s advisable to grow just after having prepared the land to limit the growth of weed.

PREPARATION OF THE LAND

In grounds with good drainage and infiltration capacity, with a good structure and little compacted it´s not

necessary to do deep labor with mole plough tools.

On the contrary, if the land needs to increase its drainage capacity or reducing or eliminating the compacting

for labor sole, it´s important to work with mole plough tools at depths of 60-70 cm.

After the work with a mole plough, which is a vertical task where the ground profiles are not mixed, a

horizontal labor is carried out with disc harrow and chisel plough. By means of this, the different profiles of

the floor are mixed, the land is aired out, the existing herb is wrapped and the structure is improved.

The next and the last step is to hoe the superficial layer round to the maximum with a rotavator (≈ 20-22 cm).

This work shreds stems and roots that could previously exist and leaves the floor free of compact clods, getting

an appropriate bed to grow.


INSTALATION OF THE IRRIGATION SYSTEM

Once the land is ready, inmediately after, the installation of the irrigation system is done.

There are tools to place at the same time the irrigation hoe and the padding plastic. The only manual job

in this stage is the union of the irrigiation hoes to the pipe and the assembly of the filter and the keys in

the irrigation head.

When everything is installed is convenient to set it in motion for some hours to check the different

elements work properly and to make sure about the irrigation homogeneity. The land is getting wet at the

same time to start the cultivation.

CULTIVATION

If its posible to get a planting machine the expense in workforce could be highly reduced at this stage. If

it´s not like that, it would be carried out traditionally with manual planters.

The first ten days are crucial for the plants to put down roots in the land. We must be sure that they don´t

lack water/humidity at any time during those days.

MAINTENANCE OF THE LAND

Once the plantation stage is finished, the maintenance of the cultivation is reduced to these tasks:

Controlling the irrigation of the plantation, duration and frequency variable depending on the climate

and the type of ground (≈2 weekly irrigations of 2 hours)

Maintenance of the strip of land between lines of plantation and elimination of weed in these areas.

These two actions are carried out in a continuous way with passes of cultivator and ridge.

Elimination with manual weeding hoe the grass that could initially grow in the spaces between the

plants and the padding plastic, till the Stevia sprouts occupy the hole completely.

Plagues or fungi in these plantations are not going to be found, so this won´t be a problem typical of

other ecological cultivations. Insecticides, fungicides or herbicides won´t be used.

LATER ACTIONS

After the harvesting of the leave, it will be directly taken to the drying place, controlling immediately the

relative humidity and its internal conditions. After several days the leaf will be ready to be destemmed

and defoliated.

After this stage the leave can follow two different ways:

- Specific treatment to be considered Premium leaf. If this is the case, the leaf is not mixed with any

additional product, it is taken to the chain of the production process to be sold as Premium Stevia

Leaves.


- Specific treatment to be used as part of a final product whose purpose is to extract the substances

inherent to the raw material.



Producer: Associated producers to Stevia del Condado.

Product: Stevia Rebaudiana Bertoni creole variety, ecologically produced.

Presentation: Dry leaf mechanically destemmed

Format: The packing is done in polypropylene sacks for food usage and polypropylene bags

with zip closing depending on the amount to be packed.

Expiration: Two years, preserved in a dry and fresh place without direct daylight.

Availability: In stock.

TECHNICAL SHEET - STEVIA

Documents

Plan 2017 - Stevia del Condado - Ed. Hoja - English