Purity-IQ Inc. is a global organization founded on cutting edge genetic, chemical and metabolomic biotechnologies.

Through innovative science, we work with brands to streamline processes and bring authenticated products to customers. We have designed standards and certifications to protect the food and beverage, pharma, natural health product, pet food or cosmetics sectors.  

Our mission is to protect brands through science-based solutions and certifications, allowing consumers to have full trust in the products they ingest or bring in contact with their bodies.

Our values guide us to:

  • Drive trust and respect throughout all of our business engagements
  • Ensure that everything we do is underpinned by scientific method
  • Educate and serve all of our clients, employees and partners

Brought Together by a Shared Vision

Purity-IQ is powered by Co-Founders with a strong professional network, deep rooted experience and a shared vision for real world impact. 

The Purity-IQ team have long-standing relationships through the food industry circuit. The team closely understands, through professional and personal experiences, the need for product identity claims to be made with absolute confidence. Fittingly, it was over lunch at a natural foods restaurant in Guelph, Ontario in 2019 that Purity-IQ began to take shape. 

Reunited by chance, food safety expert Paul Valder ran into industry familiar face and retail executive, Deleo de Leonardis. Energized by apparent common values when Paul shared the Purity-IQ vision, Deleo became the first Co-Founder. She brings decades of grocery experience and a deep understanding of what drives consumers.

John Snow and Terry Dennis, who work together as consumer packaged goods innovation experts, completed the Purity-IQ formula and became the final Co-Founders. Equipped with synergistic expertise, the team honed in on the Purity-IQ potential.

The team has forged a strong mutual respect and clear vision for a changed world where authentic brands are easily recognized and rewarded with brand trust.

Meet the Team

Terry Dennis


Terry has 30 years experience as a Consumer Packaged Goods executive and provides innovative thinking on Artificial Intelligence and Blockchain.

Deleo de Leonardis
Deleo de Leonardis



Deleo is a retail executive with 30 years leadership experience in procurement, merchandising, category management & private label brands.

John Snow
John Snow


John has 28 years of global Consumer Packaged Goods experience and specializes in scaling new technology into existing and new markets.

Paul Valder

CHIEF technical officer &

Paul has 30 years experience involving creating and implementing voluntary accredited and third party compliance standards.

Jayme Frank

Director of business solutions

Leading the Purity-IQ business solutions team, Jayme brings over 20 years of experience in supply chain traceability and business development, within the fish, seafood, sports nutrition & food sectors.

Amber Thelen

Director of Product Development

Amber provides the business with over 18 years of practical and applied laboratory and food manufacturing experience.

Amanda Lara


Amanda has over 25 years' working as an educator, developer of training systems and solutions, auditor and food safety quality compliance specialist.

Scott Mitchell

Business Solutions Manager

With an honour’s degree in business administration from Wilfrid Laurier University, specializing in finance, macroeconomics and marketing,  Scott is responsible for building and maintaining relationships with clients.

Basma Hassane


With an honour’s degree in Pharmaceutical Sciences. Basma works on validating molecular methods for probiotic authentication.

Dr. Hanan R. Shehata


Hanan completed her PhD from the University of Guelph, studying host microbe interactions. Hanan works on developing DNA based methods for probiotic authentication. 

Frank Massong

regulatory & government affairs specialist

Frank is an experienced Senior Regulatory and Technical Manager with a demonstrated history of working in the public safety industry.

Matthew Barth

Business Development associate

Matthew is a marketing graduate who specializes in video editing and content creation that is used for both educational and marketing purposes.

Atif Ansari


Atif brings a wealth of experience with twenty-five years of finance and strategy experience in innovative, entrepreneurial, and high-growth companies.

Thiru Arunachalam

NMR Spectroscopist and Phyto Chemist

Thiru received a Ph.D. in Biochemistry and Biophysics to research DNA structural polymorphism and corresponding theoretical implications and predictions for life.

Deborah Valder

Finance Manager

Deborah joins Purity-IQ with over 10-years of professional business experience within the standards, compliance and food supply chain industry.

Jenna MacLeod

Marketing and Communications Coordinator

Jenna brings over 15 years of experience in the customer service field, ranging from the restaurant industry to the health and fitness industry, to support Purity-IQ's growing client base. 

Macy MacLean


Macy joins with an extensive background of practical and applied laboratory experience in both regulated and research-based facilities.

Business Disclaimer

Purity-IQ Inc. is a for-profit biotechnology company engaged in the research, development, training, consultation and commercialization of validated scientific testing and analytical tools. Purity-IQ is also engaged in establishing standardized quality assurance applications, which may or may not be voluntarily implemented by those businesses throughout global supply chains, who also may seek third-party verifications and certifications.

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