The Trust Transparency Center just announced the launch of the Collagen Stewardship Alliance (CSA). Under the Ingredient Transparency Center, the CSA's ultimate goal is to raise awareness of collagen, track data and insights, reach out to a broad range of associations, academia and media, as well as work with government groups, the healthcare community and the industry on a global scale.
"We've been gathering data on collagen and collagen products for some time now, and the Ingredient Transparency initiative, as its name indicates, supports transparency in source disclosure, proper attribution of science, product quality and clarity in messaging," explained Len Monheit, Trust Transparency Center CEO.
Monheit appointed Asma Ishaq, CEO of Modere, as chairperson of the board. Ishaq, a pioneer of collagen supplement research and advocate of the natural products industry, told NutraIngredients-USA that her start with the collagen industry goes back almost 20 years.
The collagen OG
“I didn’t actually think collagen supplements would become a household name. This is the first established authority as far as far as trade associations go that is dedicated purely to collagen,” she explained. “So it’s very exciting that I get to spearhead this effort. Our goal is to not just steward the global collagen category as the name implies, but to also bring transparency to sources and origins. Our effort to mitigate [consumer] confusion is important, so that we can create more consumer value. And in fact promote the quality parameters that should be established for collagen in general so that in the end, the collagen products that are out in the market are effective because that's important.”
A recent study by Trust Transparency Center revealed that over 87% of US supplement consumers say that they have heard of collagen. The Nutrition Business Journal reported that collagen is estimated to surpass $400 million by 2022.
“That’s pretty profound," said Ishaq. "Modere is excited to support this initiative for the collagen category. As collagen's popularity has grown, there has been loose appropriation of the real science, mixed messaging regarding sources and sustainability — there's a lot of work we will do to steward future growth.”
You're welcome, TTC
The CSA will be led by Trust Transparency Center's new Science & Technology Director Nathan Gray, a former employee of William Reed Business Media, which owns NutraIngredients-USA. Gray is the former Senior Editor of the European edition of NutraIngredients.
"As editor of NutraIngredients, I worked with a lot of great researchers, suppliers, and brands in the nutrition space. Understanding and being able to communicate the nuances of often complex issues relating to science, but also supply chain, is something I'm very used to - and will be one of the most important skills in driving the global collagen category," Gray told NutraIngredients-USA, adding that "collagen is one of the hottest ingredients in the nutrition and wellness space right now, with a lot of great innovation and scientific development happening."
"Unfortunately, with any 'hot ingredient' there is also the potential for exploitation, and for poor quality or products to burst that bubble. By bringing together and aligning those active in the space, we aim to bring transparency to issues around origin and develop a clear set of quality standards for product, research, and supply."
Gray brings 15-plus years of media and science experience in food technology, nutrition science and wellness trends. Ten of those years were spent at William Reed.
To learn more about the collagen industry and the newly announced CSA, tune in to our weekly podcast this Friday, with guest Asma Ishaq on the NutraCast.