Clean Label
Transparency Project

Consumer loyalty is defined by transparency. Welcome to the revolution.
Real Information.  Real Time.

How do brands get started?


Brands Building Trust and Confidence Through Transparency.

Why trust marketing when you get the facts for yourself?

The Clean Label Transparency Project empowers consumers to find out for themselves what's truly behind the label.

Let's be honest, marketing departments do an effective job at selling comfort and security all in effort to win with consumers. In fact, a recent article by revealed that consumers want brands to be completely transparent when it comes to food and personal care products, but they largely do not trust them to accurately provide complete product information. Interesting statistics from the study revealed:

  • 94 percent of all consumers are more likely to be loyal to a brand when it commits to full transparency
  • 86 percent of millennial moms reported that they would pay more for a product with full transparency.
  • 56 percent of those surveyed said they would be loyal to a company for life if it provided complete transparency
  • 81 percent said they would be willing to sample a brand's entire range of products if they were comfortable with its degree of transparency.
With all these answers indicating that transparency leads to consumer trust and purchase, the real question that remains for brands is... what are you waiting for? 

The Clean Label Transparency Project Difference

What is the purpose of the Clean Label Transparency Project?

With this project, Clean Label Project is looking to create a forum for brands to build trust and confidence with consumers by the sharing of audited results, test reports, and label claim substantiation documentation.

There a few transparency initiatives out there that aim to provide consumers with increased information. Clean Label Project applauds all efforts to get more information into the hands of consumers so they can make more informed purchasing decisions for themselves and their families.

Clean Label Project believes that the consumer is the ultimate arbiter of what's important. That's why the Clean Label Transparency Project creates a forum for brands to provide consumers an opportunity to "kick the tires" and "check under the hood." All brands and products, regardless of the consumer product segment are encouraged to get involved.

What are the types of information required to be disclosed by brands?  Well, that's up to you!

Whether it's your food safety test reports, non-compliance letters, to your certified organic, certified Kosher, or Non-GMO Project certificate, brands get to create a custom curated experience for consumers as opposed to only Clean Label Transparency Project required information. The Clean Label Transparency Project encourages the disclosure of more information, as opposed to less.

How does the evaluation process work?

Clean Label Project simulates the consumer shopping experience by purchasing the products at retail stores or online stores for testing.

 Whether selecting products from grocery store shelves or purchasing them online, Clean Label Project's objective is to the test the products that are in pantries and refrigerators across America.  For the audit/paperwork component of the Clean Label Transparency Project evaluation, the onus is on brands to supply the paperwork that will be posted on the Clean Label Project website. 

To ensure uninfluenced results, all products tested by Ellipse Analytics are tested and benchmarked blind. The laboratory personnel are unaware of which products are being tested. 

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