Pure Orange, Orivo partner to launch fully transparent omega-3 supplement

Photo © iStockphoto.com/Juxtagirl

In partnership with Orivo (Molde, Norway), Pure Orange AS launched a new omega-3 supplement made from sustainable Norwegian salmon oil with zero additives. Orivo uses data and science to prove the origin and species of omega-3 oils. 

“Consumer trust is key to be able to win in today´s marketplace,” said Kjetil Dahl, CEO of Pure Orange, in a press release. “Through our partnership with Orivo, Pure Orange users can be reassured and trust that what they put in their bodies is 100 percent pure and authentic salmon oil from Norway.” 

Ole Kristian Sakkestad, Orivo´s VP of global sales explained that “end users are demanding a commitment to quality and full transparency into sources and production methods through objective, third-party verification. The benefit to brands and producers in partnering with us is to bring ultimate transparency to end users and thus strengthen their competitive position. Our own testing has revealed that as much as 40% of brands in certain omega-3 categories are cheating.”

Sakkestad says that Orivo’s own screenings revealed that as much as 40% of brands in certain omega-3 categories are misleading customers about the contents of their products. Dahl believes that the results of these market screenings will help Pure Orange enter the Chinese market and position its products for success.