Food Fraud and Authenticity Testing with Deleo De Leonardis, CEO of Purity IQ
In this eye-opening conversation, Kenny and Phil sit down with Deleo De Leonardis, CEO and co-founder of Purity IQ, to discuss a critical issue that affects every consumer: food fraud and adulteration.
Deleo shares her unexpected journey from 20 years in retail (including VP of Private Label at Sobeys) to becoming an entrepreneur in the science-based world of authenticity testing. Despite not being a scientist herself, she and her co-founders identified a massive gap in the industry - while labs routinely test for identity (is echinacea actually present?), they often miss adulteration, dilution, and substitution.
Key Topics Covered:
- Why standard identity testing isn't enough to catch food fraud
- The difference between targeted vs. untargeted testing methods
- Real examples of adulteration in honey, olive oil, spices, and supplements
- How economic pressures and supply chain disruptions create opportunities for fraudsters
- The shocking reality that less than 1% of imported products are actually inspected
- Why "Product of Italy" doesn't guarantee authentic olive oil
- The innovative QR-enabled certification system that educates consumers in real-time
Sobering Statistics:
- Some botanical supplements contain over 80% maltodextrin filler instead of active ingredients
- Food fraud has existed since ancient Rome and flourishes during economic uncertainty
- Most labs focus on facility audits (GMP) rather than actual product testing
This conversation will change how you think about the products on grocery store shelves and highlights why consumers, brands, and retailers need to ask better questions about authenticity testing. As Deleo puts it: "You may think you're doing all the right things - you're missing a really big component."
Find Purity IQ here: https://purity-iq.com/
Find Deleo here: https://www.linkedin.com/in/delsue28/
Thank you to Field Agent Canada for sponsoring the podcast: https://www.fieldagentcanada.com/
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