PureCircle signed a letter of intent with the Federal Land Development Authority of Malaysia (FELDA) to collaborate on stevia plant and other cash crop cultivation as part of FELDA's Settlers' Development Programme. As part of this agreement, PureCircle will provide its technical expertise in profitable stevia crop cultivation. PureCircle has overcome the challenges previously facing stevia leaf sweeteners: taste, supply and cost. The company's next generation stevia sweeteners, like Reb M, have a clean, sugar-like taste. PureCircle has ramped up its ability to supply these next generation sweeteners in the large supplies which food and beverage companies require - and cost effectively to them.