Gaia Herbs is leveraging their role as a leading herbal supplement company to call attention to the importance of quality, transparency, and traceability standards by issuing an open invitation to the Food and Drug Administration. Industry watch-dogs and federal regulators play essential roles in protecting consumers, and Gaia Herbs has always respected and welcomed the role of external auditing in ensuring compliance. Gaia Herbs is confident in how quality is built into all our business operations, demonstrated in our ISO-certified laboratory, our Regenerative Organic Certified® farm, and B-Corporation Certification®. While the FDA has certainly visited Gaia Herbs before, this invitation is extended in an effort to raise industry and consumer awareness of the company’s dedicated people, rigorous processes, with a goal of elevating these stringent standards across the supplement industry.
“Our research shows that consumers are confused about how to assess product quality and think that all herbal supplements are essentially created equal. This is simply not true,” said Gaia Herbs CEO, Jim Geikie. “For 35 years, Gaia Herbs has valued transparency and welcomed scrutiny of our rigorous processes and intentional methods. This invitation to the FDA dramatizes that commitment and helps to inspire consumer confidence and trust. We salute the FDA for their vital regulatory role as we do other industry watch-dogs who exist to protect our consumers.”
The FDA invitation, developed by Gaia Herbs’ strategic advertising and marketing agency partner Baldwin&, pulls back the curtain on Gaia Herbs’ seed to bottle practices. The campaign will launch with a full page ad in the New York Times, a :60 video invitation, and organic and paid social content featuring the Gaia Farm, onsite laboratories for testing the potency and integrity of herbs used in Gaia Herbs products, and the manufacturing facility where they are converted into their many formats – liquid extracts, functional powders, teas, Liquid Phyto-Caps™, and powder capsules. The goal of the campaign is to highlight the product integrity and manufacturing transparency that sets Gaia Herbs apart from other brands in the industry, and to prompt consumer awareness of an industry conversation about current supplement regulations while challenging higher standards across the board.
Planned social media content includes demonstrations of quality testing methods and behind-the-scenes glances at how Gaia’s products are grown, sourced, manufactured, and tested. Consumers can also learn more about Gaia Herbs’ commitment to product integrity at www.gaiaherbs.com/invitation, which will feature a deeper look at Gaia’s practices.
