Third-party certification increases brand trust

According to the Nielsen’s Global Health & Wellness Survey,  44% or nearly half of the people in the United States and Canada distrust what manufacturers claim on their food labels.  For this reason alone, it is apparent that food manufacturers would benefit from increased transparency about the contents of their products, and from claims coming from an impartial organization.  Luckily, that’s exactly what third-party certification organizations like the Paleo Foundation offer:  a way to increase transparency, support claims,  help manufacturers garner the trust of consumers, and increase sales.

What is a Third Party Certification Organization?

Third Party Certification Organizations offer certification, or a procedure by which an impartial third party gives written assurance that a product, process or service has conformed to certain predetermined, written standards.  The Third Party Certification Organization or certifier of foods must conduct an investigation, inspection, or audit to ensure that the food product meets the criteria of the organization.  And, the certification is provided by a party that has no direct financial interest in the relationship between the supplier and the buyer.

The Third-Party Certification Organization also issues a certificate,  logos, and permissions to bear the certification logos that signify compliance to consumers and retailers, and industry regulators alike.  In that sense, certification is a medium of communication that a food brand has successfully adhered to a set of quality standards throughout the supply chain.  Further, the certificate issued by the certifier substantiates product claims of the supplier, which is more convincing than if the supplier only provided claims itself.   

Why Third-Party Certification is ideal for claim substantiation

Social Proof, or informational social influence, is a powerful psychological and social phenomenon that is a primary driver not only of our trust but also our buying habits. Smart marketers know that leveraging social proof is the most effective marketing tactic for easing the minds of distrusting customers, and food certification is a method of social proofing that establishes credibility and trustworthiness in a way that other claim makers simply cannot.

Because certification is provided by a party that independently develops and verifies standards, and no direct financial interest in the relationship between the supplier and the buyer exists, it imparts a reduced potential for conflict of interest in substantiating claims and is, therefore, more trustworthy.  In other words, certification claims can only be made based on merit alone, while the potential for other types of claims may appear to be misleading and less trustworthy in the minds of the consumer than others due to conflicts of interest.

Third-Party Certification Reduces Conflict of Interest in Claims

First-party certification: First party certification is really a self-declaration. “My product is Paleo, Grain Free, and Keto Friendly because I meet the criteria which I have defined and therefore I can say that my products are Paleo, Grain Free, and Keto Friendly.”

Second Party Certification: An example of Second-party certification may be when a company creates its own definition for clients that they produce for.  “My product is Paleo, Grain Free, and Keto Friendly because I meet the criteria defined by the co-packer that produces my products.”

Third-party certification: Third-party certification verifies that a product, process or service meets a defined, universal standard. “My product is a Certified Paleo, Certified Grain Free, and Keto Certified because my product was determined to have met the criteria defined by an impartial association like the Paleo Foundation that maintains a universal standard.”

It is clear that  third-party certification offers a stronger form of trust signaling than first-party, second-party, and third-party certification, which is why third party certification is the most strongest and fastest way to increasing brand trust and improves sales.  

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