- There are of large number of scientific research articles that have been published since the 1980's that speak to the importance of long chain Omega 3 from marine sources principally, but not limited to heart and brain health.
- In recent years, there have been many articles published in the popular press extolling the benefits of Omega 3. The Internet is also a growing source of information for many consumers. This means that a high percentage of consumers (increasing rapidly) are aware of the benefits of long-chain Omega 3 found almost exclusively in marine oils.
- To be able to sell marine-based Omega 3 products in Canada, all companies must get both Product and Site Licenses from the Natural Health Products Directorate of Health Canada. On the Natural Health Products web site one can find the following description: "Through the Natural Health Products Directorate, Health Canada ensures that all Canadians have ready access to natural health products that are safe, effective and of high quality, while respecting freedom of choice and philosophical and cultural diversity."
- Dr. Robert Ackman, a world renowned expert in marine oils, while traveling to various countries has brought back samples of Omega 3 marine oil products that he purchased over the counter in these countries. He tested them in his laboratory to see if the contents matched the source and fatty acid content found on the label. He also tested them for freshness and purity. Over the years he has found three common problems. Firstly, the product description did not match the contents; e.g. the package said it was salmon oil while the testing revealed that it was not. Secondly, he found that the long chain Omega 3 fatty acid content was much lower than indicated on the label. Thirdly he found that the freshness and heavy metal content exceeded the safe limits standards determined by the Canadian Government and other health organizations.
- When trying to market their product in foreign countries the Canadian manufacturers of marine-based long chain Omega 3 products have encountered another issue. Some companies marketing marine-based Omega 3 products not manufactured in Canada were using the maple leaf and/or stating Product of Canada on the label. This false advertising means that unscrupulous marketing people in other countries are taking advantage of the perception among consumers world wide that Canada is a producer of quality products that meet the highest standards for purity and freshness.
- Canadian manufacturers of long chain Omega 3 products from marine sources want to ensure that people worldwide have the same access as Canadians to natural health products that are safe, effective and of high quality. Since the Natural Products Regulations do not permit the use the NHP license number on products marketed outside of Canada, Canadian manufacturers of marine-based long chain Omega 3 products needed a mechanism to advertise the quality of its products. To this end, they decided to form an Association and to create a distinctive logo.
- The Association has hired the firm of Gowling Lafleur Henderson to register the logo worldwide.