Why “Pure, Potent and Responsibly Sourced” Matters

Purity, potency and responsible sourcing: What to consider when choosing your supplements

Supplements and functional foods are more accessible than ever, from specialty stores to supermarket shelves. But convenience doesn’t always equal quality. With so many choices, how can you know what’s truly worth your investment?

If you choose to include supplements in your routine, quality and transparency are key. Here’s why the standards of Pure, Potent, and Responsibly Sourced truly matter. matter.

Pure

Why does purity matter when choosing supplements?

When it comes to what you put into your body, transparency is essential. Packaging can look healthy, but the real story lies in the ingredient list.

High-quality products clearly disclose their ingredients and avoid unnecessary additives. Some lower-grade supplements may contain fillers, colorants, or binders, or include allergens such as gluten or soy.

All Ancient + Brave products are made with natural ingredients and are free from artificial preservatives, GMOs, fillers, and refined sugars.

Purity begins at the source. Here are a few things to check before you add your wellbeing supplements to your basket:

• Ingredients should come from environments and farming systems that prioritize responsible practices, minimize pesticide use, and uphold animal-welfare standards.
• Certifications from well-respected third-party organizations can provide added reassurance.
• Sourcing: When choosing animal-derived ingredients such as collagen, it helps to consider quality and sourcing. Look for terms such as grass-fed or wild-caught, which reflect more natural diets and environments. Ancient + Brave’s True Collagen is sourced from EU cattle, where regulations around antibiotics and hormones are among the strictest globally.

For marine ingredients, Wild Collagen is made from wild-caught North Atlantic fish that are free from added hormones or antibiotics and sourced through fisheries that follow internationally recognized environmental standards.

• Packaging: Finally, purity is supported by how a product is stored. Glass packaging helps protect ingredients from heat and light exposure and avoids potential chemical leaching from plastics. Ancient + Brave’s glass jars help preserve freshness and ingredient integrity naturally.

Potent

Why does potency matter when choosing supplements?

A supplement’s impact depends on both the quality and the amount of its active ingredients. Not all formulas provide meaningful levels, and some fall below the amounts used in research examining general well-being support.

Ancient + Brave formulations are created using evidence-informed quantities of nutrients that remain within safe limits and support overall well-being.

Potency in plants

Plants naturally contain a spectrum of bioactive compounds that work together. Organically grown botanicals often carry higher levels of antioxidants and flavonoids. Ancient + Brave incorporates high-quality plant ingredients such as turmeric and haskap berry.

Absorbability

It’s not only what you take – it’s what your body can effectively use. Nutrient bioavailability influences how well vitamins, minerals, and proteins are absorbed. For example, hydrolyzed collagen peptides are broken down into smaller fragments, making them easier for the body to utilize.

Different nutrient forms have varying absorption profiles. For instance, magnesium bisglycinate and magnesium taurate are generally more easily absorbed than oxide forms. Selecting the right type – ideally with guidance from a nutrition professional – can help you get the most out of your supplement routine.

Responsibly Sourced

Why does responsible sourcing matter when choosing a supplements brand?

A modern approach to well-being includes both personal and planetary considerations. Ancient + Brave is committed to working with suppliers who prioritize responsible, environmentally conscious practices. Every decision – from ingredient sourcing to packaging – is made with care and long-term impact in mind.

Certified Commitments

(All certifications below are factual and verifiable for Ancient + Brave products.)

• B Corp Certified: Demonstrates verified commitments to ethical, responsible, and transparent business practices.
• 1% for the Planet: Ancient + Brave donates 1% of annual sales to environmental organizations.
• Soil Association Certified: UK-based organic certification verifying rigorous standards for soil health and ingredient integrity.
• MSC Certified: Verifies that marine collagen comes from fisheries meeting global third-party environmental standards.
• ESG Mark: Recognizes companies demonstrating environmental and social accountability.
• FSC Certified Packaging: Ensures packaging materials come from responsibly managed forests and are recyclable or compostable.

By integrating these commitments across sourcing and packaging, Ancient + Brave works to uphold high standards for responsible wellness.

Key Takeaway

Choosing supplements that are pure, potent, and responsibly sourced supports your personal well-being while aligning with values of transparency and thoughtful ingredient selection. These principles form the foundation of high-quality modern wellness.