AN INDUSTRY WIDE VERIFICATION PROGRAM ENSURING AUTHENTIC PET FOOD INGREDIENTS

Molde, Norway - April 3rd, 2017

While the pet food industry worldwide creates headlines due to the use of misbranded and adulterated ingredients, there is a ground-breaking initiative among the main suppliers of marine ingredients to pet food. As the first salmon meal producers in the world, Biomega and Marine Harvest from Norway, and Fiordo Austral from Chile, are now offering authenticity tested salmon meal to their pet food customers. The authenticity has been verified by the Norwegian laboratory company ORIVO (previously named OmegaVeritas), through a independent 3rd party authenticity testing program.

The test, which is the first of its kind, is based on the already established test for salmon oil and other omega-3 oils, and is able to verify species and geographic origin, by confirmation with ORIVO´s database of reference samples. A substantial R&D effort, which partly has been funded by The Norwegian Research Council and Innovation Norway, formed the basis for the test and the database, which originally was established as a the basis for a verification seal for dietary supplements to humans. But now, ORIVO has adopted the methodology to also work for salmon meal. Chief Technology Officer in ORIVO, Erik Fuglseth, explains how:

We started with a simple hypothesis: Since salmon meal consists of 5-15 % of fat, the idea was to extract this fat, and use this as a fingerprint for the meal. Following an extensive R&D effort with testing and process optimization, it turned out that the method worked just as we had hoped. We now have developed a gentle extraction method that gives us a fat fraction suitable for our authenticity testing protocol.

In addition to this fat based technology, ORIVO has already commenced further development: The goal is to introduce an enhanced DNA based test for pet food ingredients within the next year. With this new tool in hand, ORIVO will be able to offer their verification program to more than just salmon meal suppliers:

Salmon meal is just one of many highly valued ingredient categories within the pet food market, and the impression we have gotten from the market is that adulterated products is a substantial and growing challenge. This is of course a sad fact, but when for instance salmon meal has a price premium over standard fish meal, there will always be players in the value chain trying to make easy money. We now have a validated system which can help the honest and responsible players in the industry protect their category, says CEO of ORIVO, Svein Erik Haugmo.

Haugmo also values the industry support:

To have the backing from the majority of the salmon oil/meal producers during the development has been crucial in order to ensure a successful build-up of the verification program. Especially satisfying is it that more than 60 % of the global supply of salmon meal to pet food already is being sold as verified, through our customers Biomega, Marine Harvest and Fiordo Austral.

New name, new logo - Same company!

Molde, Norway - February 2nd, 2017

When OmegaVeritas was founded in 2013, the target was, as the name quite accurately describes, to certify the origin of omega-3 oils. As for many startup companies, a need to adjust the original business idea soon arose, and this caused the once so precice name to become less accurate.

Quite quickly, clear signals from both the pet food and feed industry made the company expand the application areas of the technology from only marine oils, to including both meal and oil. Adulteration of Peruvian fishmeal in China and cheap raw materials mixed into salmon meal for dog food in the US were some of the specific challenges the market relied on OmegaVeritas to solve. In some parts of the industry, OmegaVeritas has also too often been associated with the company DNV-GL, known just as “Veritas”. This mix-up was unfortunate both for DNV-GL and OmegaVeritas.

Based on an overall assessment, the company has therefore decided to go into the next development stage with a new name. The new name is less descriptive and more unique, but it is still strongly linked to the company's core activities, which are "Origin Verification of Omega-3s". We are proud to present:

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Our new name and our new Orivo seal can hopefully soon be seen on an omega-3 supplement or a pet food product in a store near you.

WORLD´S FIRST COD LIVER OIL VERIFIED BY AN AUTHENTICITY TEST

Molde, Norway – December 6th, 2016

As the first Cod Liver Oil (CLO) brand in the world, the authenticity of the brand OmegaMare+ offered and owned by Natural Pharmaceuticals (NP), has now been verified by OmegaVeritas (OV) through an independent 3rd party authenticity test.

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This revolutionary test guarantees that all batches of OmegaMare+ originates from Norwegian Arctic cod. OmegaMare+ is the second brand in NP´s product portfolio which earns the OmegaVeritas verification seal. The salmon oil product OmegaMarineForte+ was approved earlier this year. The OmegaVeritas test is based on a validated and trustworthy routine. In addition to sampling and laboratory testing of all product batches, products will randomly be picked from store shelves/web shops by independent 3rd parties and tested by OmegaVeritas.

- IMPORTANT COMMITMENT FROM VESTERAALENS AS

With valuable contribution and reference samples from all over the industry, including the market leading CLO producers Vesteraalens, Orkla Health and Lysi, OmegaVeritas have optimised and validated analysis protocols, software algorithms as well as created a reference database for CLO. – As always, it is crucial to have the main producers join us as partners to ensure a qualified and successful build-up of the category in our reference database. We greatly appreciate the time and effort they have put into the project. This shows that there is an interest and a need to protect the cod liver oil category, and a need for the services we are providing, says CEO Svein Erik Haugmo from OmegaVeritas. Since the CLO market is a quite sophisticated category with several differentiating parameters – both regarding quality and origin, Vesteraalens AS have seen the value of working closer with OmegaVeritas:

– As the first CLO producer in the world, Vesteraalens have entered into a closer collaboration agreement with OmegaVeritas. In addition to the signing of a running Sampling Partner Agreement, we have different R&D topics planned. We also intend to enter into a running verification program for our CLO in 2017, says CEO of Vesteraalens, Viktor B. Johnsen.

The development project with Vesteraalens will allow OmegaVeritas to expand their services In the CLO market.

- A QUALITY SEAL FOR NATURAL PHARMACEUTICALS

The first available version of the CLO-test is now fully validated and commercially available on the Natural Pharmaceuticals product OmegaMARE+. Every bottle of OmegaMare+ is now equipped with a OmegaVeritas-seal, confirming the authenticity of the CLO source. As brand owners, Natural Pharmaceuticals is first of all using the OmegaVeritas test to give the consumers the important information that they can trust & relay on the Norwegian origin of the content in OmegaMARE+.
The CEO Ulf Oldenborg in Natural Pharmaceuticals explains why this new seal is so important:

– We have never had doubt in our suppliers – so it was no big surprise that OmegaVeritas confirmed that our OmegaMARE+ consists of the highest quality cod liver oils from Norway. But since there is a wide range of CLO supplements offered, we hope this new seal will work as the extra assurance our customers deserve when they choose to buy our products. We are already convinced that 3rd party testing is the only true way to assure our customers, and we expect this new origin seal from OmegaVeritas to be recognised as the gold standard among omega-3 supplements.

- GROWING LIST OF SERVICES

CLO is the most recent addition to the growing series of tested and approved categories in OmegaVeritas´ reference database:

– Following the successful launch of krill and salmon oil authentication earlier this year, cod liver oil was a natural next step for us. Products branded as pure CLO might be a blend of cod and other fish species. Therefore we really see a great potential in this test. Every brand with 100 % CLO as OmegaMARE+ should protect their label claim by start using our origin verification seal. The launch was originally set for Q2 2017, but a substantial interest from the market made us speed up the development and launch this already now, says CEO Svein Erik Haugmo from OmegaVeritas.

OmegaVeritas offers subscription programs with random analysis and mandatory next-level-in-value-chain checkpoints, batch certifications, product, as well as product screening and benchmarking. The range of verified categories is constantly under expansion, and several are in development at present.

OmegaVeritas proudly announce The Scoular Company as their next collaboration partner!

The Scoular Company has entered into a commercial collaboration agreement with OmegaVeritas. The aim of this collaboration is to have OmegaVeritas authenticate the species of Scoulars fish oil offering with their proprietary O3V-technology.

Scoular and OmegaVeritas have begun by targeting strategic marine oils from its offering for species verification. This collaboration will allow Scoular to offer its customers a greater degree of transparency then what is currently available to them. The decision to partner with OmegaVeritas came from the demand from Scoular.

"To be able to document the authenticity of our oil through an actual test is something we at Scoular believe will add value to both our producers and our customers. The service OmegaVeritas is offering aligns well with our strategy of being a company with high integrity, acting in a responsible manner in all parts of our business."
Joe Andrus at The Scoular Company
 

OmegaVeritas CEO, Svein Erik Haugmo, explains why this collaboration is such a milestone for his agile team: ”Scoular is a distributor that handles a wide variety of oils and ingredients through a very complex supply chain, and this collaboration opens important market opportunities for OmegaVeritas: Together with Scoular we can now address a wide range of both supplement and pet food brands with this new and differentiating authenticity branding opportunity.”
The two parties have several categories in the pipeline and expect to launch these subsequently in near future.