The Cannabis Authenticity and Purity Standard (CAPS) is owned and operated by Purity-IQ, headquartered in Research Park, Guelph, Canada.

Founded on cutting edge genetic and metabolomic biotechnologies, the company is committed to innovative scientific research leading to commercially practical quality assurance tools, to support organizations, who are seeking to streamline safety and quality processes while also bringing authenticated products to their customers.

Brought Together by a Shared Vision

Purity-IQ is powered by Co-Founders with a strong professional network, deep rooted experience, and a shared vision for real world impact. The business designs standards and certification programs, underpinned by scientific method, to protect the food and beverage, pharma, cannabis, natural health product, pet food and cosmetics sectors.

The team has forged a mutual respect and clear vision for a changed world where authentic brands are easily recognized and rewarded with brand trust.

Our mission is to protect brands through science-based solutions and certifications, and our vision is that one day consumers will have full transparency, trust and confidence in all products they consume.

Our values guide us to:

  • Drive trust and respect throughout all of our business engagements
  • Ensure that everything we do is underpinned by scientific method
  • Educate and serve all of our clients, employees and partners

The Executive Team

CHIEF MARKETING OFFICER &
CO-FOUNDER

Terry Dennis

Terry has 30 years experience as a Consumer Packaged Goods executive and provides innovative thinking on Artificial Intelligence and Blockchain.

CHIEF EXECUTIVE OFFICER &
CO-FOUNDER

Deleo de Leonardis

Deleo is a retail executive with 30 years leadership experience in procurement, merchandising, category management & private label brands.

director OF Business
solutions

Jayme Frank

Jayme brings over 20 years of experience in supply chain traceability, project management and business development, within the fish and seafood, sports nutrition and food sectors.

CHIEF OPERATING OFFICER &
CO-FOUNDER

John Snow

John has 28 years of global Consumer Packaged Goods experience and specializes in scaling new technology into existing and new markets.

DIRECTOR OF PRODUCT DEVELOPMENT

Amber Thelen

Amber provides the business with over 18 years of practical and applied laboratory and food manufacturing experience.

CHIEF TECHNICAL OFFICER &
CO-FOUNDER

Paul Valder

Paul has 30 years experience involving creating and implementing voluntary accredited and third party compliance standards.

CHIEF FINANCIAL OFFICER 

Atif Ansari

Atif brings a wealth of experience with twenty-five years of finance and strategy experience in innovative, entrepreneurial, and high-growth companies.

Meet Our People

BUSINESS DEVELOPMENT ASSOCIATE

Matthew Barth

Matthew is a marketing graduate who specializes in video editing and content creation that is used for both educational and marketing purposes.

BUSINESS SOLUTIONS MANAGER

Christine Berry

A Business Development leader with proven experience in Pharmaceutical, Natural Health and Cannabis sectors.

compliance & knowledge systems SPECIALIST

Amanda Lara

Amanda has over 28 years' working as an educator, developer of training systems and solutions, auditor and food safety quality compliance specialist.

Delivery partner relations manager

Jenna MacLeod

To support our  growing client base, Jenna brings over 15 years of customer service experience ranging from the restaurant industry to the health and fitness industry.

REGULATORY & GOVERNMENT AFFAIRS SPECIALIST

Frank Massong

Frank is an experienced Senior Regulatory and Technical Manager with a demonstrated history of working in the public safety industry.

ADMINISTRATION COORDINATOR

Deborah Valder

Deborah joins Purity-IQ with over 10-years of professional business experience within the standards, compliance and food supply chain industry.

Social community manager

Phil Wong

Phil has several yeas of development experience with advnaced planning, producing origional content covering cannabis conferences and events.

Business Disclaimer

Purity-IQ Inc. is a for-profit biotechnology company engaged in the research, development, training, consultation and commercialization of non-regulated validated scientific analytical testing and tools. Purity-IQ is also engaged in establishing standardized quality assurance applications, which may or may not be voluntarily implemented by those businesses throughout global supply chains, who also may seek third-party verifications and certifications. As a standards development and service provider organization, Purity-IQ does not in any way, shape or form engage, perform, trade, or act in the growing, extraction, regulated analytical testing, production or sale, of any cannabis, hashish or hemp related products or paraphernalia.

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