Word of the Year for 2023: Authentic

Merriam-Webster recently made their annual announcement for Word of the Year. For 2023, the word is authentic. This word’s meanings include “not false or imitation,” a synonym of real and actual. In several areas, the world is having more conversations about what is authentic and what is fake or adulterated - in media, brands, and products. In 2023, more companies turned their focus to the challenge of food fraud. As regulatory bodies continue to report increases in food fraud incidents, retailers and large food service companies are beginning to develop dedicated resources to monitor product authenticity. At Purity-IQ we focus solely on Authenticity Services, offering technologies to verify and validate the identity, purity and consistency of ingredients and finished products. Since 2019, we have invested in innovative genomic and metabolomic technologies to provide customers the highest levels of quality assurance. Our mission is to deliver peace of mind by verifying that what’s on the label is in the product, and we believe that the most active ingredient in any product is trust.