Deleo de Leonardis co-founded Purity-IQ in 2019, a biotechnology company specializing in authenticity services, and dedicated to maintaining the highest standards of product quality and safety. As the chief executive of Purity-IQ, she continues to lead with passion and vision, ensuring that the company remains at the forefront of advancing technologies and methodologies in brand protection. Under her leadership, Purity-IQ has emerged as a pioneering force in the industry, revolutionizing the way businesses safeguard their brands and uphold the trust of their customers.

A former retail executive with a career spanning over three decades in the Canadian food and drug retail industry, throughout her career, she held prominent senior leadership roles in procurement, merchandising, category management, and private label. Notably, she served as the vice president of private label for one of the largest and most prominent supermarket chains in Canada. With decades of experience in merchandising and brand oversight, de Leonardis brings an understanding of the importance of brand protection and brand integrity.

Health E-Insights (HEI): Who is Purity-IQ?

de Leonardis: Purity-IQ is an authenticity testing and certification provider based in Guelph, Canada. Purity-IQ’s mission is to enhance consumer transparency and trust by ensuring that what’s on the label is truly in the product. The company was founded in 2019 by four partners with extensive industry expertise and driven by a shared vision to address the widespread issue of adulteration in food and dietary supplements by focusing exclusively on authenticity.

HEI: What services do you offer nutraceutical and food companies?

de Leonardis: We provide a comprehensive suite of services tailored to help nutraceutical and food companies ensure the authenticity of their ingredients and finished products. Our services include ingredient authentication and verification, customized product research, and certification programs. They are all designed to help our clients meet regulatory requirements, protect their brands, and provide assurance to their customers.

HEI: How do you go about product testing?

de Leonardis: Our approach to product testing combines advanced scientific methodologies, a comprehensive database, and industry expertise. We start with a detailed analysis of the product, using technologies like Nuclear Magnetic Resonance (NMR) spectroscopy and Polymerase Chain Reaction (PCR), to verify ingredient authenticity and detect any signs of adulteration. In addition, we use multivariate statistical analysis and other orthogonal methods to enhance the robustness of our findings.

HEI: What types of testing do you offer?

de Leonardis: We specialize in a range of testing services, including authenticity testing to verify ingredient identity, purity, and consistency, strain-level probiotic identification and viable cell count enumeration, and certification services that provide a third-party trust-mark for product authenticity

HEI: Is your focus on specific ingredient types?

de Leonardis: Yes. We focus on high-risk and high-value ingredients where adulteration is more prevalent, such as botanicals, biotics, functional mushrooms, and several food and beverage categories (olive oil, spices, coffee, orange juice and others). Our library and capabilities are always growing, and we’re excited to expand into new product categories in 2025, ensuring that we continue to meet the evolving needs of the market.

HEI: Is Purity-IQ also an R&D company?

de Leonardis: While our primary focus is on authenticity testing and certification, we also engage in research and development. Our internal R&D efforts are aimed at advancing testing methodologies and developing proprietary solutions that address emerging challenges in the supply chain. We also engage in research projects with our clients, offering the ability to do deeper dives and investigations to answer questions outside of routine testing. This could involve establishing the specifications for new products in development or understanding why there might be batch variability in a product (pre- or post-manufacturing), among other aspects. This dual focus allows us to remain at the forefront of innovation and provide unparalleled value to our clients.

HEI: What would you say is your company’s competitive advantage?

de Leonardis: Our competitive advantage lies in our specialization in authenticity and our ability to go beyond standard testing. By leveraging advanced technologies like NMR and PCR, we can deliver deeper insights and tailored solutions for our clients. Our certification program also adds value by providing an interactive trust-mark that communicates a commitment to quality and third-party verification, enhancing consumer confidence.

HEI: In your position as CEO, does anything keep you up at night?

de Leonardis: As CEO, my main concern is ensuring that we continue to meet and exceed the expectations of our clients while navigating the complexities of a rapidly evolving industry. The challenges of educating the ever-changing market about the importance of authenticity and the potential risks of adulteration are significant. However, these challenges also present opportunities for us to make a meaningful impact and that keeps me motivated every day.