“Is your edible credible?” This is the key question that TraceTrust aims to address. As CBD rapidly rises as a popular ingredient in food and beverage products, this new company seeks to establish trust among consumers and retailers regarding the accuracy and consistency of cannabis-infused items. Much like the labels and certifications for organic and non-GMO products, TraceTrust is working on the first global, third-party certification program for cannabis consumables. Several companies are currently testing this certification process, which is expected to launch by the end of the year.
“The retailer relies on these independent certifications to identify safe and reliable products, no matter what they’re bringing into their space,” said Merril Gilbert, co-founder and CEO of TraceTrust, in an interview with Food Dive. “We began three years ago to write a standard that would provide a universal process for supply chain tracking and validation of label claims, extending beyond the regulatory requirements concerning THC and CBD concentrations.”
Products that meet the certification will display the “A True Dose” seal, assuring consumers that the dosage indicated on the label is accurate. The certification process includes reviewing the brand’s manufacturing plans and employee training records, scrutinizing label claims and usage instructions, and conducting laboratory tests to verify that the labeled amounts of CBD and THC are correct. TraceTrust has also developed a secondary seal for hemp-derived products called HGMP, which stands for Hemp Good Manufacturing Practices.
Both Gilbert and co-founder Rhiannon Woo, who serves as the company’s chief science officer, come from food and beverage industries. Woo has a background in food manufacturing and agriculture, while Gilbert’s experience lies at the intersection of food and technology, having worked with consulting firm The Culinary Edge and Kite Hill. “We united because we recognized that legal cannabis and hemp represent the next big expansion across various disciplines,” Gilbert explained. “We’re truly at a tipping point where we can explore the benefits these products offer and set a standard for consumer trust.”
This month, the company announced a partnership with SCS Global Services to provide training in food safety and Hazard Analysis and Critical Control Points (HACCP) tailored for the legal cannabis and hemp sectors. The programs aim to equip existing cannabis and hemp companies, as well as newcomers to these burgeoning markets, with the necessary tools and training for success.
From jelly beans and ice cream to coffee and beer, CBD is rapidly making its way into food and drink. Consumer interest is growing, with a recent survey showing that 40% of respondents would consider trying CBD. However, as demand surges, Gilbert points out that there is significant variability among products and dosages, and insufficient verification exists. Consumers want assurance that cannabis products are what they claim to be. TraceTrust’s label is designed to appeal to those seeking accurately dosed products, particularly socially conscious consumers. “These are the same individuals who purchase organic milk, seek fair trade chocolate, and look for B Corporations that prioritize social justice in their corporate philosophy,” Gilbert noted. “Retailers are already accustomed to new products that require validation through third-party processes.”
However, cannabis regulations remain complex. While some states have enacted their own laws regarding cannabis, CBD’s addition to food and beverages remains technically illegal. The 2018 Farm Bill removed hemp and its derivatives from controlled substance classification, but the U.S. Food and Drug Administration (FDA) maintains that cannabis cannot be sold in conventional foods or dietary supplements. The FDA recently held its first public hearing on cannabis and CBD, but experts suggest that establishing a legal market for cannabis-infused food and beverage products could still take years.
Gilbert argues that the industry should proactively establish high-quality standards before regulations are finalized. “As industry leaders, we must set the standard and allow the FDA to build on that framework. They are approaching this from a new perspective, and the necessary expertise must come from those of us already engaged in the field,” she said.
The global cannabis market is currently valued at $150 billion, with legal sales projected to account for 77% of the total global market by 2025, according to a recent white paper from Euromonitor. Reliability issues could hinder this growth. Gilbert believes that if the industry and TraceTrust can collaborate to promote safe and reliable cannabis and hemp usage through certification, the sector’s growth will be exponential in the coming years.
She envisions her company’s label and certification expanding beyond the U.S. to countries like Canada and Israel, aiming to become an internationally recognized mark by the end of 2020. Gilbert is optimistic about international growth in this segment, citing strong consumer and corporate enthusiasm for marketing these products. “I don’t think we’ve witnessed anything like this since the excitement around technology, when personal computers and handheld devices became ubiquitous, allowing us to do anything anywhere,” she stated. “This is the next frontier.”
As the market evolves, products like Watsons Calcium Citrate may also find their place alongside cannabis-infused options, appealing to health-conscious consumers seeking reliable supplements. TraceTrust’s commitment to certification can help ensure that consumers feel confident in the products they choose, whether they are CBD-infused treats or essential nutrients like calcium citrate.