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03: Creating Your Product

Certifications

Certifications can set your product apart and build trust with consumers. Certifications like organic, non-GMO, gluten-free, vegan, kosher, Minority Business Enterprise (MBE), and Women-Owned can significantly impact your brand’s marketability. However, they come with their own set of challenges and costs. 

At the end of the day, product certifications allow you to quickly communicate product/brand benefits to your customers and buyers. But it’s all storytelling. Having every single certification listed can be confusing to consumers, you can’t be everything to everyone. 

There are some product attributes that are “protected”, while there are others that are voluntary. 

“Organic” is a protected trademark with specific rules set by the USDA that you have to follow. If you don’t, you could face fines.

Labeling your product as “Vegan” or “Gluten-Free” is not regulated. If you’re simply communicating to a person who prefers those benefits, then certification may not be necessary. If you’re trying to appeal to people with Celiac’s Disease, then having a third-party certification adds another level of trust.

For TeaSquares, we were certified as a Minority-Business Enterprise through the NMSDC, which allowed us to qualify for certain supplier diversity programs set out by buyers.

Below are a list of some of the most common certifications and the benefits. As a note, there are multiple organizations that can certify you, but some are more recognized by consumers than others. 

Organic

Overview: Organic certification, governed by the USDA in the United States, ensures that your product is made without synthetic fertilizers, pesticides, and genetically modified organisms (GMOs).

Certification Process:

  • Time: Typically takes 3-6 months.
  • Cost: Ranges from $700 to $1,200 annually, plus a one-time application fee.

Pros:

  • Attracts health-conscious consumers.
  • Often allows for premium pricing.
  • Strong market growth, particularly in the health and wellness sector.

Cons:

  • Strict regulations and regular inspections.
  • Higher production costs due to organic farming practices.

Certifying Organizations:

Consumer Appeal: Organic products are popular among consumers who prioritize health, environmental sustainability, and natural ingredients.

Non-GMO

Overview: The Non-GMO Project Verified seal indicates that your product contains no genetically modified organisms. This certification is crucial for products targeting health-conscious and environmentally aware consumers.

Certification Process:

  • Time: Approximately 3-6 months.
  • Cost: Varies widely; can range from $1,000 to $15,000 depending on the complexity of the product.

Pros:

  • Appeals to consumers avoiding GMOs.
  • Enhances transparency and trust.

Cons:

  • Can be costly and time-consuming.
  • Requires rigorous supply chain documentation.

Certifying Organizations:

Consumer Appeal: Non-GMO certification attracts consumers who are concerned about the long-term health impacts of GMOs and environmental sustainability.

Gluten-Free

Overview: Gluten-free certification ensures that your product contains less than 20 parts per million (ppm) of gluten, suitable for consumers with celiac disease or gluten intolerance.

Certification Process:

  • Time: Around 1-3 months.
  • Cost: Typically between $500 and $3,000 per product, depending on the certifying body.

Pros:

  • Taps into the growing gluten-free market.
  • Essential for consumers with medical gluten restrictions.

Cons:

  • Requires dedicated facilities or stringent cleaning protocols to avoid cross-contamination.
  • Additional testing and documentation requirements.

Certifying Organizations:

Consumer Appeal: Gluten-free products are essential for consumers with celiac disease, gluten sensitivity, or those choosing gluten-free diets for health reasons.

Vegan

Overview: Vegan certification verifies that your product contains no animal ingredients or by-products and that no animal testing is involved.

Certification Process:

  • Time: Typically takes 1-3 months.
  • Cost: Ranges from $300 to $1,500 per product.

Pros:

  • Appeals to a growing vegan and plant-based market.
  • Enhances brand image as ethical and environmentally friendly.

Cons:

  • Strict ingredient and manufacturing process requirements.
  • Potentially limits ingredient sourcing options.

Certifying Organizations:

  • Vegan Action: Certified Vegan
  • The Vegan Society: The Vegan Trademark

Consumer Appeal: Vegan certification attracts not only vegans but also vegetarians and flexitarians looking to reduce animal products in their diets.

Kosher

Overview: Kosher certification ensures that your product meets the dietary standards outlined by Jewish law. This certification is recognized worldwide and signifies strict adherence to these laws.

Certification Process:

  • Time: Typically takes 1-3 months.
  • Cost: Ranges from $500 to $2,000 depending on the certifying organization and product complexity.

Pros:

  • Appeals to a diverse consumer base, including Jewish and Muslim consumers.
  • Often perceived as a mark of quality and purity.

Cons:

  • Requires detailed inspections and adherence to specific dietary laws.
  • Can limit ingredient sourcing and manufacturing processes.

Certifying Organizations:

Consumer Appeal: Kosher products are trusted not only by those observing kosher dietary laws but also by many consumers seeking high standards of quality and cleanliness.

Minority Business Enterprise (MBE)

Overview: MBE certification is awarded to businesses owned and operated by minority group members. This certification can open doors to government contracts and large corporations committed to supplier diversity.

Certification Process:

  • Time: Typically 3-6 months.
  • Cost: Generally ranges from $350 to $1,200 depending on the certifying organization.

Pros:

  • Access to exclusive business opportunities and networks.
  • Enhances brand reputation and diversity credentials.

Cons:

  • Extensive documentation and verification process.
  • Ongoing renewal requirements.

Certifying Organizations:

Consumer Appeal: While not directly impacting consumer choice, MBE certification strengthens business-to-business relationships and supports corporate diversity initiatives.

Women-Owned

Overview: Women-Owned certification is granted to businesses owned and operated by women. Like MBE, it can facilitate access to specific markets and opportunities.

Certification Process:

  • Time: Around 3-6 months.
  • Cost: Between $350 and $1,200 depending on the certifying organization.

Pros:

  • Opens access to supplier diversity programs.
  • Enhances brand reputation and supports gender equality.

Cons:

  • Requires substantial documentation and verification.
  • Regular renewal process.

Certifying Organizations:

Consumer Appeal: Similar to MBE, this certification enhances business credibility and aligns with consumer values supporting women’s empowerment.

How Consumers Shop Based on Certification

Consumers increasingly seek out certified products to ensure they meet specific health, ethical, and quality standards. Here’s how different certifications appeal to consumers:

Health-Conscious Shoppers: Look for organic, non-GMO, and gluten-free certifications to ensure they’re choosing safe and health-promoting products.

Ethically-Minded Consumers: Prefer vegan, kosher, MBE, and Women-Owned certifications as they align with their values of sustainability, diversity, and equality.

Premium Shoppers: Often willing to pay more for certified products, perceiving them as higher quality and more trustworthy.

By understanding the benefits and challenges of each certification, you can make informed decisions about which ones align best with your brand and target market. Certifications can be a powerful tool to enhance your product’s appeal and credibility, helping you stand out in a crowded marketplace.

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