SWEETER

FOR GOOD

When you envision a true pioneer in any given market, you’ ll likely picture a passionate individual armed with ambition, entrepreneurial spirit and a radical idea. That’ s exactly how world-leading sweetener manufacturer, Wisdom Natural Brands, was born. Founded in a small suburban garage in Scottsdale, Arizona, Wisdom Natural Brands( Wisdom) was established in 1982 by James May and his wife, Carol. It all started with a trip to South America where James discovered the stevia plant – an ultra-sweet herb native to Paraguay. Recognizing the plant’ s unique potential, James and Carol set to work on a groundbreaking new concept that would revolutionize the industry forever: a premium, all-natural sweetener – an idea that was completely alien to the United States at the time.