Pure Market, an e-commerce and product grading platform, has officially been launched with ratings for thousands of popular consumer food and household products across a range of categories. The platform was created to motivate consumers to make more informed shopping decisions based on analytical chemistry-based research from lab tests for harmful elements such as plasticizers, pesticides, heavy metals and more.
Each product is sampled and tested for as many as 400 different attributes, including industrial and environmental contaminants, pollutants, heavy metals and pesticide residues, along with nutrition, efficacy and label claim accuracy. When testing is complete, Pure Market compares the results to similarly formulated products within the same category to provide a product rating and lab grade that is a combination of test results and benchmarking. The company will only sell products that are graded at a B- or above.
“Customers expect transparency from companies, but sometimes it’s hard to cut through the marketing clutter to understand whether or not a product label is accurate,” said Sunny Kapoor, SVP of Digital Product Management. “Our company mission is to level set the industry and go beyond product labels and marketing speak to provide true, unbiased insights to shoppers on what exactly is in the products they consume and feed their families and pets every day.”
Pure Market launched with a select number of graded products available for sale on the site. In the coming month, the company will continue to expand its product and brand offerings, and more products will be available for purchase across all categories.
“Consumers have the right to know what’s in the food they buy for themselves and their families,” said Jay Highman, founder, CEO and president of Nature’s One, a leading brand in organic pediatric nutrition. “This provides consumers access to information that is never revealed on product packaging in a concise and easy to understand format.”