Ensuring Quality and Authenticity
Purity-IQ is a Canadian company specializing in authenticity. Founded in 2019 and based in Guelph, Ontario, we work with clients around the world to verify product identity, purity, and consistency. Our focus is simple: help you build trust through science. Using advanced genomic and metabolomic technologies, we offer industry-leading solutions for product authentication and ingredient verification.
Our Testing Partners From
Around the World
Our Commitment to Authenticity and Quality
At Purity-IQ, we believe in the power of authenticity.
Our MIssion
Our mission is to deliver peace of mind by verifying that what’s on the label is in the product.
Our Vision
One day consumers will have full transparency, trust, and confidence in all the products they use.
Our Values
Our values are commitment, curiosity, collaboration, communication and care.
Our Unique Approach
Ensuring Quality Through Innovation and Science
Only Authenticity Services
Our focus is solely on Authenticity: verifying and validating the identity, purity and consistency of ingredients and finished products.
Fit-for-Purpose Technology
We leverage some of the most powerful technology for Authenticity testing: Nuclear Magnetic Resonance (NMR) and qPCR (DNA).
Investments in Expertise
We continue to advance authenticity science, collaborating and publishing with industry and academia.
Unique Certification Program
Our Certified Authentic Program provides clients with a means to communicate authenticity confidently.
Collaborative Network
We work with a network of certified laboratories, industry experts and regulatory consultants to share and exchange knowledge.
Consultative Approach
Providing dedicated services, we are able to provide unique expertise and problem-solving skills for our clients.
Our Team
Meet the dedicated professionals behind our success.
Deleo leads strategy, growth and innovation. Leveraging her decades of retail experience she brings unique insight into safeguarding brand integrity and consumer trust.
Paul leads technical strategy, certification standards, and compliance support. With decades of industry expertise, he helps brands achieve certification integrity and consumer trust.
Terry leads marketing, brand growth, and client expansion. With decades in consumer-packaged goods, he combines award-winning expertise with market insight.
John played a pivotal role in shaping Purity-IQ’s early vision and operations. With 30 years of global R&D expertise, he helped establish the foundation for innovative services that continue to guide the company today.
Henry leads Purity-IQ’s science team, ensuring documentation and integrity. With 35+ years in academia and industry, he advances NMR and methods serving food, beverage, and clinical fields.
Atif oversees Purity-IQ’s financial and business operations. With 15+ years of CFO experience across global industries, he specializes in strategic planning, analytics, and organizational success.
Amber directs R&D and laboratory teams at Purity-IQ, advancing diagnostic tools to support and expand our product sectors. With over 20 years in quality assurance, she brings expertise in ISO systems and driving industry innovation.
Marie-Eve supports business development with regulatory and technical expertise in probiotics. With 15+ years in the industry, she has worked with leading manufacturers and global quality standards.
Arun is an NMR spectroscopist focused on metabolomics of botanical and probiotic samples. He collaborates on R&D projects, applying advanced NMR methods for molecular and structural analysis.
Hanan leads probiotic research at Purity-IQ, specializing in PCR methods for strain-specific identification. With 15+ years in microbiology, she advances DNA tools for probiotic authentication.
Basma designs and validates molecular methods for probiotic ID and enumeration. With expertise in microbiology and molecular biology, she supports research and testing across our laboratories.
Nolan is an NMR spectroscopist with expertise in solution- and solid-state methods. He specializes in elucidation of polysaccharides, small molecules, and peptides using advanced multidimensional NMR.
Angus ensures lab excellence through ISO/IEC 17025 quality systems, driving performance, accreditation, and improvement. He holds a Ph.D. in Food Science and an M.Sc. in Food Process Engineering.
We're hiring
Join our team and make a difference today!
Prove Your Authenticity Today
Empower your brand with trusted verification and peace of mind in every ingredient.
