About Us

Established in 2013, this is the world’s 1st certification program founded on cutting edge DNA biotechnology, in support of businesses who seek authentic ingredients. We provide confidence that food & NHPs are authentic!

“Our vision is to provide consumer confidence in the authenticity of food & natural health products”

“Our mission is to advance DNA-based supply chain verification testing as a means to protect our clients and their customers from the vulnerabilities of mislabeled or contaminated ingredients and to promote honesty in consumer product labeling”

David Lizius

David Lizius

Chief Executive Officer (CEO)

david@tru-id.ca

David is a technically astute executive with an impeccable track record in initiating, leading and achieving success in business ventures during his career of over 30 years in the aerospace industry.  He is passionate about deploying smart technology into demanding environments and launching new business ventures through tailored business solutions. A strong leader, David builds high performance teams and effectively communicates with technical experts, business leaders and senior government. David most recently served as President of Com Dev Canada.

Steven Newmaster

Steven Newmaster

PhD Chief Science Officer (CSO)

snewmaster@tru-id.ca

Steven attained his PhD in botany and genetics followed by a post doctorate in multidimensional matrix mathematics. He is a full Professor at the University of Guelph (15 years) where he is Botanical Director of the Centre for Biodiversity Genomics at the Biodiversity Institute of Ontario and Chief Curator of the OAC Herbarium. His research is focused on the use of DNA for plant taxonomy/systematics and he has over 100 publications including books and journal papers on genomic diversity and molecular diagnostic tools for plant identification. His research has identified a number of problems with the mislabeling of food and natural health products. His R&D has impacted Canadian policy on biodiversity, and international trade of herbal products including product authentication and certification standards within the food and natural product industry within Canada, USA, E.U. and Asia.

Bob Hanner

Bob Hanner

Chief Technology Officer (CTO)

rhanner@tru-id.ca

Robert holds a PhD degree in biology and has worked in the field of DNA – based species recognition for over 20 years. He is an Associate Professor in the department of Integrative Biology at the University of Guelph. He is also the Campaign Coordinator for the Fish Barcode of Life Initiative and has published widely on the molecular identification of fish.

Previously he served as the Scientific Program Director for cell repositories at the Coriell Institute for Medical Research and as Curatorial Associate at the American Museum of Natural History. There he spearheaded the establishment of the Ambrose Monell Collection for Molecular and Microbial Research.

His research has pioneered the use of molecular diagnostic tools to detect market adulteration in the seafood supply chain and the development of molecular probes. These can be utilized to drive forward the in-client product testing capabilities demanded by the industry.