ISURA

What ISURA does

ISURA is Canada's only independent, not-for-profit natural health supplement and food product verification and certification organization, headquartered in Burnaby, British Columbia. The organization provides three core offerings: (1) Product Certification Services under the ISURA Verified Clean seal, which verifies natural health products are non-GMO compliant, contaminant-free, adulterant-free, authenticated, and accurately labeled per the published ISURA Standard; (2) Analytical Laboratory Testing using ISO17025-accredited mass spectrometry and related methods, conducting more than 500,000 analytical tests per month; and (3) Contaminant Testing Services covering 700+ pesticides, heavy metals, solvents, microbial contaminants, mycotoxins, and other environmental toxins with defined threshold limits (most recently revised November 2025). Underlying technology centers on mass spectrometry, HPTLC fingerprinting, DNA sequencing, and morphological identification methods, supported by an ISO9001-certified quality management system (valid through 2027) and CALA accreditation.

ISURA serves a horizontal value chain spanning growers, manufacturers, retailers, and end consumers in the natural health products, raw food, and supplement industries. Revenue is generated through a mix of recurring certification subscriptions, usage-based lab testing fees, and professional services from scientific research collaborations. Named clients include Natural Factors, and the organization maintains strategic partnerships with the National Research Council Canada, Technical University of Braunschweig, and industry associations including UNPA and AHPA. ISURA also operates an advocacy function for the Canadian natural health industry on regulatory matters including Health Canada policies and Plain Language Labelling requirements, and maintains a US presence through ISURA Lab US.

The business model is anchored in regulatory legitimacy and trust rather than for-profit revenue maximization, consistent with the not-for-profit structure. GTM motion is sales-led and direct-B2B, with services delivered at the Burnaby laboratory and to US clients via ISURA Lab US. Scientific Advisory Committee expertise and peer-reviewed publication activity in journals including Antioxidants, Pharmaceutics, Metabolites, Nutrients, and Plants reinforce ISURA's positioning as an evidence-driven certification authority rather than a commercial testing vendor.

Name

ISURA

Legal name

ISURA

Website

https://isura.ca

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

ISURA is Canada's only independent, not-for-profit natural health supplement and food product verification and certification organization. It provides ISO17025-accredited mass spectrometry testing (500,000+ tests/month) and the ISURA Verified Clean certification seal to growers, manufacturers, and retailers across the natural health products industry.

Ownership category

akta.pro rank

Product category

Third-Party Product Certification and Analytical Testing Services

NAICS

Testing Laboratories and Services (541380), Testing Laboratories and Services (54138)

SIC

Services-Testing Laboratories (8734), Services-Commercial Physical & Biological Research (8731)

akta.pro primary industry

Food Safety Certification Bodies (ISO 22000, FSSC 22000, BRCGS, SQF) (AFALAAAC)

akta.pro secondary industries

Labeling, Nutrition Facts & Allergen Verification Services (AFALAAAH), Ingredient & Sub-Ingredient Label Claim Verification (incl. compound ingredients) (AFALAHAC)

Keywords

• Natural health certification
• Supplement testing services
• Non-GMO verification
• Analytical laboratory testing
• Contaminant testing

Headquarters

HQ city

Burnaby

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Product Certification Services: ISURA provides comprehensive certification services for natural health products verifying quality, purity, potency, and non-GMO compliance. Products meeting ISURA standards receive the ISURA Verified Clean certification.
2. Analytical Laboratory Testing: The organization conducts over half a million analytical tests each month for raw materials, ingredients, and finished products at all stages of processing. Testing includes pesticide residues, heavy metals, microbial contaminants, and authenticity verification.
3. Scientific Research Services: ISURA conducts and publishes clinical research on bioavailability, pharmacokinetics, and safety of natural health products, often in collaboration with academic and industry partners.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

ISURA provides independent third-party certification and analytical laboratory testing services for natural health supplements and food products. Using ISO17025-accredited mass spectrometry and other advanced methods, the organization tests raw materials, ingredients, and finished products at all stages of processing for contaminants, adulterants, authenticity, and Non-GMO compliance. Products meeting ISURA's Standard receive the ISURA Verified Clean certification, granting manufacturers, growers, and retailers access to a recognized quality assurance seal for the Canadian natural health market.

Product overview

ISURA is Canada's only independent, not-for-profit natural health supplement and food product verification and certification organization. The company offers three core offerings: (1) Product Certification Services for verifying products meet ISURA's standard for Non-GMO compliance, contaminant-free, adulterant-free, authenticated, and accurately labeled products; (2) Analytical Laboratory Testing using state-of-the-art mass spectrometry facilities conducting over 500,000 tests per month; and (3) Contaminant Testing Services covering over 700 pesticides, heavy metals, elemental impurities, solvents, persistent organic pollutants, microbial contaminants, mycotoxins, plasticizers, preservatives, and drug adulterants. ISURA also serves as an advocacy platform for Canada's natural health supplement and food industries.

Differentiator

Problem solved

Functional benefit

Brands

• ISURA Standard: The certification standard and threshold limits document that defines requirements for product verification including testing for contaminants, GMOs, and adulterants.

Products and services

• Product Certification Services

Quantifiable outcome

• More than half a million analytical tests conducted each month
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• National Research Council Canada (NRC)coreStrategic or Co-development Partner · 1 January 2018ISURA and the National Research Council Canada collaborated to develop robust and affordable non-targeted analytical methods to assist the Natural Health Products (NHP) industry in reliably identifying and authenticating high quality functional ingredients. Several methods were considered and two were confirmed as providing reliable solutions and reproducible approaches to authenticate botanicals and other functional ingredients in NHPs.
• Natural FactorscoreStrategic or Co-development PartnerNatural Factors is highlighted as an ISURA client that actively practises organic, sustainable and biogenic farming on their company farms. ISURA promotes Natural Factors as an example of sustainable agricultural practices compatible with their testing and certification services.
• Thompson Rivers UniversityminorStrategic or Co-development PartnerISURA made a donation to Thompson Rivers University in Kamloops, BC to support the purchase of NMR Lab Equipment for the university's Industrial Training and Technology Centre. Nuclear Magnetic Resonance spectroscopy may be utilized in the chemical profiling of Natural Health Products.
• Technical University of BraunschweigcoreStrategic or Co-development PartnerISURA, in collaboration with the Technical University of Braunschweig, published an article in the journal Plants on herbal authentication using a combination of chemical and biological test methods. The article showcases ISURA's capabilities in morphological identification, HPTLC fingerprinting, advanced mass spectrometry, and DNA sequencing.
• Unified Natural Products Association (UNPA)minorOthersISURA is a proud member of the Unified Natural Products Association, which supports and advocates for the natural products industry.
• American Herbal Products Association (AHPA)minorOthersISURA is a proud member of the American Herbal Products Association, the prominent trade association serving the herbal supplement industry.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• United States Pharmacopeia (USP): USP runs the Dietary Supplement Verification Program and supplies reference standards used in analytical testing of botanicals and supplements. Comparable to ISURA's authentication, contaminant testing, and label verification offerings, though USP operates at a much larger institutional scale.
• SGS: SGS provides agricultural, food, and supplement testing and certification services globally, including pesticide residue, heavy metal, and authenticity analysis. Overlaps with ISURA's analytical testing and contaminant screening services as part of a much broader TIC (testing, inspection, certification) portfolio.
• Eurofins Scientific: Eurofins is one of the world's largest food and supplement testing laboratory networks, offering contaminant, pesticide, and authenticity testing at global scale. Comparable to ISURA's mass spectrometry and pesticide testing, but with vastly broader geographic coverage and instrument capacity.
• Intertek: Intertek operates a global network of food and supplement testing laboratories offering analytical chemistry, contaminant screening, and quality verification. Comparable to ISURA's analytical laboratory testing capabilities, with broader geographic and service-line reach.
• NSF International: NSF operates one of the most recognized dietary supplement and natural product certification programs (NSF Certified for Sport, NSF/ANSI 173). It is directly comparable to ISURA's certification and contaminant testing services, but with substantially broader global reach and brand recognition.
• Bureau Veritas: Bureau Veritas offers food and consumer product testing, certification, and agri-commodity inspection services worldwide. Comparable to ISURA's testing and certification model, with a much larger international footprint and broader category coverage.

Direct peers

• ConsumerLab.com: ConsumerLab independently tests dietary supplements, herbal products, and natural health products for quality, purity, and label accuracy. Closely overlaps with ISURA's product verification and certification mission, with a similar focus on consumer-facing quality assurance in the supplement category.
• Alkemist Labs: Alkemist Labs specializes in botanical identity testing using HPTLC, microscopy, and DNA-based methods for the herbal and natural products industry. Directly comparable to ISURA's botanical authentication and non-GMO seed-to-table testing capabilities for natural health products.
• Labdoor: Labdoor provides third-party testing and ranking of sports nutrition and supplement products, evaluating label accuracy, purity, and contaminant levels. Directly comparable to ISURA's analytical testing and certification of natural health products, particularly in the supplement purity space.

Emerging players

• Banned Substances Control Group (BSCG): BSCG provides certified drug-free and banned substance testing for the supplement and natural product industry, including GMP and contaminant screening programs. Partially overlaps with ISURA's contaminant and adulterant testing for natural health products, focused more narrowly on banned substances in sports nutrition.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/isura_canada
• Facebookfacebook.com/isuracanada

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ISURA