VMS Intelligence | Why Quality And Transparency Matters

By: Chelsea DeColle, CNP

The world of natural health and supplements has expanded exponentially over the past 10-20 years and we continue to see its popularity grow. With so many options available both online and in stores, it can be a confusing, and somewhat daunting experience for customers to look for a new supplement. Add to that, the fact that there is a massive amount of variety in sourcing and quality between supplement manufacturers and suppliers.

Not every supplement is created as equal to the next, so understanding what is important to look for in a quality supplement will help you guide your customers in their decision making as well as support their overall health.

As Natural Health professionals, we are aware of Health Canada’s regulation of all Natural Health Products (NHPs) manufactured, imported and sold in Canada to ensure safety, effectiveness and quality.[1] But, what you may not be as aware of, is how as the demand for NHPs increases, the number of NHP adulterations has also increased significantly.[1] NHP Adulteration is defined as a product that contains undeclared substances that are not on the label.[1] Some substances can even be banned from Canada or potentially dangerous.[2] This is one of the biggest reasons to draw your customer’s attention to what’s in a supplement, where it comes from and how it is made and tested.

Quality supplements start with Good Manufacturing Practices (GMP) as well as internal, and external, third party testing to reduce the likelihood of an adulterated product or ingredient.[2] These practices ensure that standards are being upheld and maintained regularly, and help to improve the standards throughout the supplement industry we work in.

Providing education to your customers on quality verification programs and certifications will help empower them to have the confidence to choose quality supplements. Look for certifications like the Jamieson 360 Pure Promise which holds the highest standards at every stage of supplement production from raw materials to the final product and packaging.[3]

Third party testing programs provide unbiased review and verification that products contain ingredients as labelled and are safe to use.[4] Tru-ID verification uses state-of-the art DNA testing of the ingredients in a product to verify authenticity and potency.[5] Look for the Tru-ID label to show your customers and put them at ease knowing what’s listed on the label is what’s actually in the bottle, nothing more, nothing less.

What your customers put into their body matters, so draw attention to what’s on the label AND inside the bottle. Your customer’s quality supplement checklist:

  • Sourcing of raw materials
  • Type of ingredients used
  • Form of the active ingredients (bioavailability)
  • Non-medicinal ingredients
  • Potential Allergens
  • NPN or DIN-HM
  • Testing, Reporting and Certifications (like Pure 360, Tru-ID)


[1]. Government of Canada Adulteration of Natural Health products. Accessed Sept 22, 2020 at:

[2]. Government of Canada. Good Manufacturing Practices and Covid-19. Accessed September 8, 2020 at:

[3]. Jamieson Vitamins. Our 360 Pure Promise. Accessed September 22, 2020 at:

[4]. Certifications by Nutrasource. How to tell if your supplements are third party certified and why you should care. Accessed Sept 23, 2020 at :

[5]. Jamieson Vitamins. Tru-iD FAQS. Accessed Sept 22, 2020 at:

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