Ensuring product labels tell the truth
Mom launches verification company to restore faith in food industry
WHEN businesswoman Amanda Rogaly had her first child 10 months ago, her priorities shifted dramatically.
She closed her successful events company and launched a new venture, this time with her infant daughter’s interests — and those of millions of consumers — at heart.
From January, shoppers will spot a new independent verification mark on products on shelves certifying that what a product claims on its label is the truth and nothing but the truth.
The SureMark — a tick followed by the word “sure”, all in purple — offered by Rogaly’s new food verification and endorsement company, FoodSure, aims to restore faith in a food industry battered by a series of scandals over the past few years, including the recent meat-labelling fiasco.
Rogaly, who has a background in hospitality, marketing and communications, has brought together a team of experts — from scientific and legal to labelling and nutrition fields — to help consumers make more informed food choices.
The Power Report found out more: What exactly will be tested in each product?
The veracity of all product claims will be tested. This includes nutritional claims, the source of the product, listed ingredients and allergens, weight and mass and production processes. We’ll check organic claims too. What about the ingredients that are not declared on the label?
Our starting point is the claims made on the label, because it would take months to conduct a microanalysis on every element of a product. But we’ll test for common allergens and problematic ingredients common to specific types of foods. Who will do the testing?
Our accredited, preferred scientific partners: the Council for Scientific and Industrial Research and Swift Silliker. How will the SureMark be awarded?
It will be awarded to products that have passed all the verification criteria. These products will use the SureMark on all packaging and in their marketing material. Who pays for the testing and the SureMark?
Testing is not charged for, but an initiation and process fee is charged, which is refundable should the product be awarded the SureMark. If the label is granted, producers pay an annual licence fee for the right to use it. The fee covers our overheads, including our marketing and legal fees.
Because we are independent, we are transparent to consumers and producers about the costs as well as the process. Our model allows all producers, whether independent or part of a large group, to gain the recognition they deserve. Won’t the industry simply pass on the cost to consumers?
No. Companies have projected the value of the credibility and potential increased sales, which will offset the fee. Some companies have told us they will be funding this from their corporate social responsibility budgets because they see this as a service to the community. But if you’re paid for the mark, can consumers trust you?
As an independent company with no affiliation to any food producers, we believe that consumers will place their trust in us and our accredited labs. We will not hesitate to investigate any of our customers if something is drawn to our attention.
If the concerns have not been resolved, the consumer is made aware of the transgression
The longevity of the SureMark is directly related to our transparency and independence. Will verified products be retested at set intervals to ensure continued compliance?
Yes, the SureMark will be an annual certification with random spot checks conducted every few months after the initial verification. Producers will need to maintain their quality to retain their status. We have strict and detailed operating protocols to ensure that claims are consistent. And if a verified product comes up wanting during random checks?
If a product is found to have problems during spot checks, we will revert to the producer and provide a deadline for it to fix the issues. We also provide advice and suggestions. If the deadline passes and the concerns have not been resolved, we remove the right to carry the SureMark and the consumer is made aware of this misdemeanour through the media.
Included in our contracts with companies are criteria that will ensure we remain independent, such as the procedures in the event of failed tests. We have forged alliances with industry organisations that will also help ensure that we remain completely independent. But surely it’ll be only companies confident with their claims that will be open to testing?
Yes, the SureMark will be an immediate indication that those companies welcome scrutiny, which will help restore consumers’ faith and trust in their products. Those who don’t want to be assessed, for whatever reason, run the risk of being perceived as less open. But we will never pull products off the shelf and publicly verify them if the company has not engaged our services. Have there been any surprises following any testing?
We have had a case where a wellknown and confident producer approached us and we picked up many irregularities in its claims. The faults were not intentional, but rather due to ignorance. Will you assist consumers directly with product concerns?
Our role is to be the middleman between them and the food producers. We will first establish the basis of a consumer concern and then we will act on our mandate to protect them and engage with the producer.