Food and Beverage

Food Certification 101: Trends and How to Get Certified with Highland Global Certification

Startup CPG
Startup CPG•Apr 24, 2026

Why It Matters

Strategic certification selection drives consumer trust, market access, and premium pricing, while expert guidance minimizes cost and complexity for food brands.

Key Takeaways

  • •Certifications boost consumer trust but must align with target market.
  • •Non‑GMO and organic grow 8‑10% annually, yet cost differs sharply.
  • •Halal and kosher certifications are essential for global and niche U.S. markets.
  • •Gluten‑free certification requires ≤10 ppm gluten, stricter than FDA label.
  • •Highland Global streamlines multi‑certification processes for brands of any size.

Summary

The video, hosted by Daniel of Startup CPG and Daniel Masters of Highland Global Certification, walks emerging food brands through the landscape of five core certifications—organic, non‑GMO, gluten‑free, kosher and halal. It explains why these labels matter to shoppers, how they differ in regulatory rigor, and what the certification process entails for companies ranging from mom‑and‑pop startups to global snack giants. Key insights include the steady 8‑10% annual growth of organic and non‑GMO claims, the stricter 10 ppm gluten threshold used by third‑party certifiers versus the FDA’s 20 ppm label, and the strategic importance of religious certifications for entering international markets. Chad emphasizes cost‑benefit analysis: pursuing every possible logo can waste resources, while targeted certifications can unlock new retail channels and justify premium pricing. Matt from Good Crisp illustrates the practical impact. After partnering with Highland Global, his brand secured non‑GMO, gluten‑free, kosher and halal seals across U.S. and overseas facilities, enabling shelf‑space gains against legacy brands like Pringles. He notes that while organic would have offered a health halo, the higher ingredient and certification costs didn’t align with consumer price sensitivity for potato chips. For food entrepreneurs, the takeaway is clear: certifications are now table‑stakes, but they must be chosen strategically. Leveraging a specialist partner like Highland Global can streamline multi‑certification compliance, reduce time‑to‑market, and ensure that each label directly supports the brand’s market positioning and growth objectives.

Original Description

Are you an emerging food brand wondering which certifications you actually need — and whether they're worth the cost?
In this Startup CPG webinar, we sit down with Daniel Masters and Chad Lewis of Highland Global Certification, joined by Matt Parry of The Good Crisp Company, for a comprehensive breakdown of the five key food certifications that can unlock new markets, build consumer trust, and set your brand apart on shelf. From Organic and Non-GMO to Kosher, Halal, and Gluten-Free, the team walks through exactly what each certification requires, how much it costs, and when you should pursue it — so you can make smart, strategic decisions for your brand's growth.
Whether you're just launching or scaling into new retail channels, understanding certifications is essential for navigating buyer expectations, international market access, and supply chain compliance. This session gives you the insider knowledge that major brands already have — in plain language, built for founders.
Takeaways:
- Organic is the only government-managed food certification in the U.S.
- Certifications signal trust to both consumers and retail buyers.
- Non-GMO Project verification requires rigorous supply chain documentation.
- Kosher and Halal certifications open doors to significant international markets.
- Gluten-Free certification protects consumers and reduces brand liability.
- Certification costs vary widely — timing and sequencing matter.
- Choosing a reputable, recognized certifying body is critical.
- Your supply chain must be certified before your finished product can be.
- Strategic certification order can save brands time and money.
- Certifications are a long-term brand investment, not just a label.
Key Topics:
- 00:00 Introduction to the Hawaii Grocery Run Event
- 02:33 Understanding Certifications for Emerging Brands
- 05:52 The Role of Highland Global Certification
- 12:07 Cost-Benefit Analysis of Certifications
- 21:40 Diving into Non-GMO Certification
- 32:22 Challenges in Certification Processes
- 40:05 Tips for Successful Certification
- 47:02 Strategizing Certification Order for Brands
- 58:53 Final Thoughts and Closing Remarks
Resources Mentioned:
- 🌐 Highland Global Certification: https://highlandgc.com
- 🌐 Non-GMO Project: https://www.nongmoproject.org
- 🌐 Food Chain ID: https://foodchainid.com
- 🌐 GFCO (Gluten-Free): https://www.gfco.org
- 🌐 NSF International (Gluten-Free): https://www.nsf.org
- 🌐 FONCA Halal Certification: https://www.fonca.org
- 🌐 OU Kosher Certification: https://ou.org
- 🌐 Circle H Halal Certification: https://circleh.com
Connect with Our Guests:
Daniel Masters — Founder, Highland Global Certification
Chad Lewis — CEO, Highland Global Certification
Matt Parry — CEO, The Good Crisp Company
Daniel Scharff — Founder, Startup CPG
About Startup CPG:
Startup CPG is the largest community for emerging brands: 30,000+ Slack members, the #1 podcast in CPG, 100+ events per year, and award-winning resources to help brands grow. Join free today: https://startupcpg.com/sign-up
Stay connected:
#StartupCPG #CPG #FoodCertification #OrganicCertification #NonGMO #KosherCertification #HalalCertification #GlutenFree #FoodBranding #EmergingBrands #CPGBrands #FoodIndustry #BrandStrategy #FoodLabeling #SupplyChain #CertificationProcess #ConsumerTrust #RetailStrategy #FoodMarketing #CPGMarketing #OrganicFood #FoodCompliance #BrandBuilding #ProductLaunch #FoodEntrepreneur

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