People are becoming much more aware of the harmful effects processed sugar and artificial sweeteners have on their health. With more public health awareness, the days of just health food cafes serving natural sweeteners are over. Though Starbucks does provide sugar in the raw, a stevia option would be a nice zero-calorie addition. Argo Tea, a direct competitor in the food and beverage sector of the speciality eateries industry, provides PureVia, a stevia sweetener, alongside the typical offerings at the condiment station. The customer shouldn't have to feel that he/she must choose between the lesser of two evils, so it would be nice to have PureVia, Truvia, or some other stevia leaf variation at Starbucks.