Certifications: A Matter of Trust
On nearly any consumer product, one may find a wee logo. Some people may overlook it, but many others will find, happily so, that the logo conveys that the product meets and/or exceeds certain safety and quality standards. Certification goes a long way for building consumer trust.
Ruth Kinzey, corporate reputation strategist, consultant and author, wrote in her article, “Certification can help boost consumer trust,” (June 28, 2013, bizjournals.com), “Although trust in business is reported to be improving, a company can enhance its credibility through the use of certifications. When consumer’s see a third-party certification, they believe specific standards have been met because an outside organization has verified findings through an audit or rigorous testing process.”
As well-known examples Kinzey cited, products that exhibit the Watersense or Energy Star labels in Lowe’s are selected due to the understanding that the products have passed rigorous standards for performance, safety and outstanding energy utilization. These labels convey “an objective assessment from an acknowledged authority: the U.S. Environmental Protection Agency (EPA),” she wrote, adding that, ” According to Jean Lupinacci, chief of the EPA’s Energy Star Commercial and Industrial Branch, more than 85 percent of Americans trust this symbol to represent responsible environmental stewardship.”
Certification trust spans industries. In the abstract for their research entitled, “How third-party certification programs relate to consumer trust in online transactions: An exploratory study,” appearing in Psychology & Marketing, September 2008 (vol. 25, no. 9, pp 839- 858) , authors P. Jiang, et al., who focused specifically on internet shopping sites, note that a rising strategy to increase consumer trust in shopping was to participate in third-party certification programs. “The results support hypotheses that perceptions of thirdparty logos are related to intensity of seal exposure, importance of trust factors in online shopping, and disposition toward third-party certification. Also, such perceptions and the current level of consumer trust in general in online shopping are positively related to transfer of trust from certification to online emarketers. The findings indicate that website certification can reassure potential customers and increase the probability of purchase.”
In the arena of dietary supplements, which is often subject to the vagaries of mass media degrading trust with incisive admonitions of “unregulated, take at your own risk,” it makes sense that consumers will be motivated for purchase when they can see via a logo that the product has passed certain stringent requirements. And for consumers who follow a specific lifestyle, it is more important than ever to invest in certifications— kosher, halal, vegan—to convey conformance to strict dietary codes.
Lisa Thomas, general manager of NSF Dietary Supplement Certification Programs, noted that with the growth of the dietary supplement industry, challenges have arisen. “High-profile adulteration and contamination issues have led consumers to question the safety of these products,” she noted. An independent survey of more than 1,000 consumers conducted on behalf of NSF International found that 60 percent are concerned about contaminants and 57 percent are concerned about banned substances in dietary supplements.
Independent research, said Kenneth Ross, CEO of Global ID Group, consistently demonstrates that consumers prefer independent third-party certifications. Ross cited a 2013 study done by the Natural Marketing Institute, showing that 60 percent of “LOHAS” and 34 percent of “Naturalite” buyers are more likely to purchase the product with the label/certification over a similar product without it. “These certifications are marks of trust and assurance that companies are complying with claimed standards of practice,” he said. “At the same time, there is limited space on product packaging and consumers only have so much ‘mind space’ to recognize new labels and seals and understand what they mean.”
Muhammad M. Chaudry, PhD, president and CEO of The Islamic Food and Nutrition Council of America (IFANCA, Park Ridge, IL), explained that halal certification is a third-party attestation and verification that the product in question meets the dietary requirements of Muslim consumers, as determined by the certifying body.
“For the halal consumer, halal certification conveys the message that someone with no direct stake in the product has thoroughly reviewed the product to ascertain that it meets certain stated standards,” he detailed. “If the consumers accept those standards they will trust the certification and feel confident that they can consume the product. This eliminates the need to read ingredient labels, removes any doubt about questionable ingredients, and builds a loyalty to the product and the manufacturer that produced the halal-certified product. Many consumers also feel halal certification conveys a perception of higher quality.”
Kosher certification conveys a very similar message to consumers who follow a strict kosher lifestyle, and for consumers who select kosher because of better quality and cleanliness. Rabbi Fogelman of OK Kosher Certification (Brooklyn, NY) explained that kosher certification is a protocol of dietary laws that date to the time of Moses. “Several million buy kosher for religious reasons, and there are several million consumers of kosher for health reasons, meaning if they are lactose intolerant, they make sure that the kosher parve symbol is on it, as this means that there is no dairy mixed in there. The symbol, a circle surrounding a K conveys that we, as the certifying agency, are testifying that the product, from the source, is made from the kosher protocol. Now, people think that ‘kosher’ means that a rabbi blesses the product—this is the farthest from the truth.”
How It Works
Each certifying entity has a specific manner of working to ensure your dietary supplement product may carry its symbol.
NSF: According to Thomas, the NSF Dietary Supplement Certification Program includes:
1. Label claim testing: to verify what’s on the label is in the bottle
2. Toxicology review: to verify product formulation and label claims
3. Contaminant testing: to verify there are no harmful levels of specific contaminants in the product.
4. Facility Inspection: two good manufacturing practices (GMP) audits of the plant annually to assure the product produced has the identity, strength, composition, quality and purity that it is represented to possess.
5. Ongoing monitoring: to verify compliance through periodic auditing and testing
The NSF Certified for Sport® program takes this a step further by also screening for nearly 200 banned substances and undeclared ingredients on a lot-bylot basis, including stimulants, narcotics, steroids, diuretics, beta-2-agonists, masking agents and other substances. For this reason, the NSF Certified for Sport program is used by the NFL, MLB, PGA, LPGA, Canadian Centre for Ethics in Sport (CCES) and the New York City Police Department to help consumers and athletes identify safer dietary supplement and sports nutrition products.
With more than 234,000-square-feet of state-of-the-art laboratories in North and South America, Asia and Europe, NSF scientists have extensive knowledge in testing the composition of dietary supplements. This includes an extensive array of instrumentation and technologies such as microwave digestion, ICP-MS, HPLC-UV, HPTLC, Triple Quad LC-MS, Triple Quad GC-MS, GCMS, GC-FID/EC and extensive environmental control.
“We recognize that each sample is unique and apply customized laboratory solutions and relevant, scientifically valid test methods,” she said. “We assess methods and performance against quality control criteria including an evaluation of recovery from the sample. If a method does not meet the quality control criteria, we optimize it for the particular sample type. We can also evaluate labels or material specifications to select the tests to perform to ensure products and ingredients meet the necessary safety and quality requirements.”
She added that NSF’s research scientists assist regulatory and industry partners such as the FDA (U.S. Food and Drug Administration), World Anti- Doping Agency and Harvard Medical School in testing and identifying harmful contaminants found in over-the-counter dietary supplements. Recently, this includes research on DMAA, a pharmaceutical stimulant linked to several deaths. NSF research scientists also discovered a meth-like compound called DEPEA in an over-the-counter pre-workout product called Craze.
Halal: According to Chaudry, halal certification by IFANCA means that the staff of 15 food scientists, which includes 12 PhDs, have completed a thorough examination of the product and determined that it meets the requirements to be labeled halal. The examination includes a review of all the ingredients and a review of the process control schemes, including the standard operating procedures. A plant inspection and audit is conducted which includes a presentation to the plant management and QC (quality control) for training on halal requirements and critical control points; a review of the manufacturing process and equipment; a review of the packaging, storage, and logistics; and a review of the record keeping for food safety systems. Everything that can affect the product is reviewed before a halal certificate is issued for the product. It means that consumers are assured a product that is halal certified by IFANCA is undoubtedly halal.
When it comes to dietary supplements, Chaudry emphasized, IFANCA follows the same steps as described above, but with special emphasis and scrutiny on unique ingredients.
1. Review all raw materials and ingredients.
2. Review the manufacturing process and control schemes to identify any chances of cross contamination from non-halal ingredients.
3. Gelatin is one of the most problematic ingredients for halal production. IFANCA make sure that porcine gelatin does not contaminate the halal production lines. In most cases the agency requires dedicated halal production and packaging lines.
4. All up stream ingredients, especially those from animal sources, must also be halal certified. IFANCA has expertise in product formulations and offers advice in replacement of questionable ingredients.
Non-GMO: In the case of the Non- GMO Project (NGP), the key factor in certification, according to Ross, is whether or not a product contains ingredients or uses processing aids that are or are not derived from genetically modified organisms (GMOs). “Our FoodChain ID group, as a technical sdministrator for the NGP, works with each product manufacturer to evaluate its constituent ingredients and to determine which may or may not have GMO risk,” he said. Each such ingredient must then have evidence that it is not derived from a genetically engineered source and this evidence will include PCR testing from an ISO 17065- accredited lab approved by the NGP. “Our evaluation experts can work with manufacturers to identify which ingredients might carry such risk, to provide them with possibilities for reformulating products to avoid certain risk ingredients or to point them to alternative sources of supply of verified non-GMO ingredients,” he added.
Kosher: Fogelman explained that to certify a dietary supplement as kosher is no different than any other product. For the supplement to be kosher, it needs two factors: it needs to have kosher ingredients, and it needs to be manufactured on kosher equipment, which means that no non-kosher supplements can be made with the same equipment an dif so, the equipment must be thoroughly cleaned and purged from any residue of the non-kosher supplement it may have clinging to it.
There are naturally kosher ingredients (such as produce-derived), ingredients that can never become kosher, such as shark cartilage, or ingredients that may or may not be kosher. For example, Fogelman provided, vegetable oil is kosher but oil from non-kosher animal fat is not.
Over the years Herbalist & Alchemist, in New Jersey, has investigated kosher certification, according to CEO Beth Lambert, who revealed that the record-keeping and review is quite a commitment for a company that makes more than 250 products, most of which are kosher certified. “Working with OK Kosher is a wonderful experience, as they are very tech savvy and made the whole process go smoothly. Being able to submit and update data digitally for review works well for us. OK Kosher’s investment in and use of this technology was very impressive.”
She reported that the team of rabbis worked to understand the company’s processes, and that when seeking kosher certification; honest disclosure of issues is critical. The supplement maker’s quality control system has strict practices for its non-kosher items to ensure they are not comingled with certified kosher products and that they are labeled and stored correctly.
“And understand that you will have monthly spot audit visits,” she counseled. “It is important to those who keep kosher to know that the rabbis can inspect unannounced at any time. The inspecting rabbis work quickly and efficiently on their visits once they have learned about your business.”
The company also ensures it attains re-certification. In addition to monthly visits, Lambert said, the manufacturer’s entire process is reviewed on an annual basis by a rabbi in senior management from OK Kosher. Each kosher certificate contains an expiration date. Participating in the monthly and annual audits ensures continued compliance with OK Kosher’s expectations and allows these certificates to be updated and the products to continue to bear the OK Kosher logo.
Vegan: Vegan is very strict, as any product that wants to be accepted by vegans must have no ingredient that has any animal origin or byproduct, nor is it or its ingredients allowed to be tested on or in animals. As more people subscribe to and follow a vegan lifestyle, more products are being made to accommodate them.
According to Missy Lowery, senior manager of marketing for Capsugel (Greenwood, SC), 38 percent of U.S. supplement users say that a vegetarian or non-animal source is important when choosing a supplement in 2013, up from 35 percent in 2011 and 26 percent in 2006. In addition, the vegan market segment is among the most frequent users of supplements (Natural Marketing Institute Supplements/OTC/Rx Database, 2013 & 2011).
In summer 2013, Capsugel announced that it had been awarded Vegan certification for four capsules in its portfolio of vegetarian capsules— Vcaps®, Vcaps Plus, Drcaps™, and Plantcaps™ capsules. These plant-based capsules are already free of additives, preservatives, allergens, starch, and gluten as well as non-GMO and kosher and halal certified and approved by the Vegetarian Society. “But we felt a vegan certification would further expand the appeal of our plant-based capsules into a very targeted niche in the booming life-style driven market,” Lowery shared. “This is a group of customers for whom core values drive purchase decisions. And the demand for vegan certification within this niche is growing.”
After much consideration, Capsugel believed that the vegan certification of its plant-based capsules would further help its supplement manufacturing customers enhance the attractiveness of their overall products to this continually increasing targeted market. “Delivering supplements in a vegetarian capsule boosts the intrinsic merit of the entire package,” Lowery asserted. “Furthermore, by having our empty vegetarian capsules certified vegan, we also can help our supplement manufacturing customers expedite their process of applying for vegan certification for their finished products.
For each product submitted by Capsugel in the application to Vegan Action, a complete list of ingredients was provided, including any processing aids that are used in manufacturing but are not part of the final product. Capsugel confirmed with each vendor that no animal testing had been used. The company also submitted information regarding our manufacturing process to ensure there is no cross-contamination of non-animal products with material of animal origin.
An increasing number of American consumers are living specific lifestyles that are centered on beliefs and health needs. Enduring the process of certification for dietary supplements allows them to have the freedom of self-care and the assurance that their lifestyles will not be compromised.
