Zsweet ® All Natural Company

Due to the high percentage of diabetics among Latinos, a Hispanic took the task of developing and distributing a sugar substitute for them.

Olga López
olga.lopez@laopinion.com
March 22, 2006

Latinos are almost twice as likely to have diabetes compared to other ethnics groups according to the American Diabetes Association, which means that more than a 9% of Latin population in the United States is affected by this disease.

Tim Avila, chief executive of Ventana Health Inc., a company located in San Clemente , knows that quite well, for there are diabetics in his family. “Due to our particular genetics, Latinos are likely to develop diseases from the West, like diabetes. There is a relation between dark skin and bad insulin function”, he assures.

With no degree on chemistry and nutrition, but with acquired experience from a food supplements company and with a fervent desire of helping Latino community to fight diabetes, Ávila, 40 years old from Pico Rivera , began his independent investigation in 2001.

Wishing to help his community to fight diabetes, he devoted most of his time to investigate, study and develop a non-caloric sweetener adaptable to the special Latino flavor and their nutrition habits in particular.

Avila discovered a sweetener, commonly used in countries like Japan , that is far better than other products; it leaves no aftertaste in your mouth, like saccharin does, and it does not cause gases and diarrhea.

Later, in 2004, with nearly $1 million in capital, he formed Ventana Health, Inc. with the purpose of placing his discovery on the market.

The new product, that Avila developed and called Zsweet ® all natural, is all-natural, produced upon vegetal and fruit substances fermentation.

“As Latinos, we often don't have the same resources others do, and that makes us be more creative and original. We have to work twice as hard”, says John Corella, marketing vice-president of the company.

This dynamic team of businessmen took action with energy and enthusiasm and is now eager to conquer the world of sweeteners with a wide range of tactics and approaches.

The base product, Zsweet ® all natural, is sold through its internet website
( www.zsweet.com ) and will soon be available in health-food stores.

Some recipes made by famous Chef LaLa can be found at her website: Chef LaLa is distinguished for her healthy meals adapted to Latino flavor and whose next book will have plenty of recipes made with Zsweet ® all natural.

They have also reached Latino community through a non-profitable organization called Lifestyle Initiative for Education.

The funds obtained from Zsweet ® all natural sales are destined to promote research and education, said Corella. As part of this educational effort, an internet Website is being developed focused on health education, which will be online for public on summer.

Avila and Corella's expansion plans also include the idea of launching a line of products specially designed to help Latinos with weight problems and diabetes, based on the results of a massive market research campaign to be carried out in the following months.

This product line includes a diet beverage that will provide a real nutrition, based on natural products like apple and grapefruit.

These products will have traditional Latino flavors, like “aguas frescas”, but without sugar. Nutrition bars will also be offered; they will constitute a way of eating and will no be part of a diet to loss weight.

“We are Latino businessmen and that implies two things: we should have better products than the rest, because people just see us and doubt about our capacity, and we should also fulfill the general market expectations. Then, we have to get into the general market, and afterwards, focus specifically on the Latino market. We have had great response on the market with Zsweet ® all natural, but the beginning of our mission is here; to provide education and products to our Latino clients”, state Ávila and Corella.

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