Pure Branding develops supplement industry’s first traceability program
Posted on Fri, Oct 01, 2010
Northampton, MA — The supplement industry has a history of being in the spotlight for the wrong reasons — from questionable health claims to trace ingredients that could be harmful in large doses. Consumers are often left wondering which supplements they can trust. Consumers — and government agencies like the FDA and FTC — are demanding greater accountability for the safety and quality and more transparency in the disclosure of ingredients and their sources.
Now Gaia Herbs, in partnership with Pure Branding, can lay claim to the industry’s first herb traceability program — one that is arguably the most comprehensive in the world. Meet Your Herbs™ lets consumers see proof of the purity, integrity, and potency of every herb, with clear, easy-to-understand data. Every Gaia Herbs package now has a Meet Your Herbs ID. Consumers simply enter the code at www.gaiaherbs.com or on the app for iPhone or other mobile devices, and trace the story of their herbs from seed to shelf. Consumers can learn where the plant was harvested, how it was grown, the method of extraction and the state-of-the-art validation and purity tests. They can even download the Certificate of Compliance with the results of microbial tests, complete with the lab technician’s signature.
“We have nothing to hide and everything to gain,” stated Gaia Herbs CEO and founder Ric Scalzo. “Pure Branding was instrumental in identifying the opportunity in radical transparency, and seeing it through to realization.”
“We at Pure Branding recognize the instruments of change are truth and passion as opposed to the exploitation, spins, and coverups that have prevailed in contemporary corporate communications,” said Yadim Medore, Pure Branding’s principal and creative director. “In working with visionary change makers like Gaia Herbs who lead with principles, we have the privilege of developing brand strategies that generate lasting trust and hope.”
About Gaia Herbs:
Gaia Herbs is a certified organic grower and nationally branded manufacturer of liquid herbal extracts based in western North Carolina. The company cultivates 250 acres of medicinal herbs that, along with all operations at their 36,000-square-foot manufacturing facility, are organically certified each year by Oregon Tilth under USDA’s National Organic Program. Gaia Herbs’ line of all-natural herbal products is carried by independent health food retailers and co-ops, national and regional natural products retail chains, and healthcare professionals.
About Pure Branding, Inc.:
Pure Branding is a leading consultancy dedicated to brand strategy for companies in the natural products industry. Global clients include Gaia Herbs, Traditional Medicinals, Aura Cacia, Organic India, Vitamin Angels, and Dr. Hauschka Skin Care. For more information, call 413-548-9900 or visit www.purebranding.com.
