On Feb. 22, Irvine, Calif.-based ChromaDex launched a new third-party verification program for tea wholesalers, distributors and retailers. The customizable program is designed to help tea suppliers provide quality assurance to their buyers by guaranteeing the identity of the raw material; the lack of unwanted pesticides, heavy metals and other contaminants; and/or the amount of antioxidants, amino acids and other beneficial elements.

ChromaDex founder and CEO Frank Jaksch spoke with WTN Editor Heidi Kyser about how the new program works, and what tea industry professionals can expect from it.

WTN: What types of product can ChromaDex verify through this program?

Jaksch: Because of the large number of different product types in the market, we’ve designed the program to have the flexibility necessary to evaluate any of them. There are loose-leaf teas to RTD teas to extracts or concentrates, and then there are different forms of what you could call raw materials or finished products as well. We tried to, the best we can, design the program so it’s menu-oriented, so that we can address all the potential different types of product that may require this type of verification.

WTN: So, you might test the dry leaf in some cases, the liquor in others?

Jaksch: It’s going to be whatever is most applicable. We could do any of those – leaf, liquor, extract. We’re going to use what we believe is the best science to do whatever the client wants.

WTN: Can you give me an example?

Jaksch: If somebody wanted us to analyze EGCG (epigallcatechin gallate) in a tea gum, which we’ve been approached on. We have over the years built up a good understanding of what it’s going to take and how to do that.

WTN: Is the verification for the company’s information, or for the consumer?

Jaksch: It could be either one. If a company’s product has passed verification, they would be able to put the ChromaDex mark on the product.

WTN: What is that mark, exactly?

Jaksch: The “Verified by ChromaDex” mark or logo.

WTN: How much does it cost?

Jaksch: The verification program is designed on a per-product basis, not a per-company basis. The cost of the program will really depend on the amount of testing required on an annual basis, which will be dependent on the number of lots or batches produced each year that are related to the product. 

WTN: Did you develop this program in response to demand or in anticipation of a need in the market?

Jaksch: We’re anticipating a need in the market. We’ve been following it for close to five years. We’ve been involved in promoting services to the tea market during that time. This is the culmination of our involvement and listening to customer feedback over the last five to six years.

WTN: This is completely your own program, correct? It’s not affiliated with any government regulation, say through the Food and Drug Administration or U.S. Department of Agriculture?

Jaksch: Yes. It isn’t like USDA Certified Organic. This is a slightly diff type of program.

WTN: Have you done similar programs for other markets?

Jaksch: We’ve done product-specific stuff in the dietary supplement market before, and that’s kind of the basis for this.

WTN: How has the response been so far?

Jaksch: We have active discussions going with several companies, and the press release has opened it up to other companies asking us about it as well. We know the verification program we have come up with can offer a tremendous amount of value in terms of cementing the quality of a product, whatever the client’s definition of that is. Some companies are adamant that they don’t focus on polyphenol content, so they don’t need to focus on that. There are other options, things like the contaminants program.

WTN: Consumer awareness of the mark would seem to be an important driver of the success of the program. What will you do to raise that?

Jaksch: Yes, that is a very important component of the program. As we find out what the industry response will be, we’ll be reinvesting in  marketing to increase consumer awareness of the program.