CCL and Verify Brand announce agreement

CCL Label and Verify Brand have announced an agreement for CCL Label to sell and produce the first-to-market, patent-pending Verify Brand product serialization, authentication, event management, tracking and reporting solution to the healthcare and personal care industries.

The Verify Brand solution enables manufacturers, distributors, retailers, businesses and consumers to verify the authenticity of products using the internet or telephone. The comprehensive Verify Brand platform is based on proprietary technology that generates or imports random or sequentially generated alphanumeric or numeric codes or EPCglobal numbers and seamlessly enables application to individual product labels or packaging on a secure platform. Codes can be carried directly on products or their packaging in human readable, bar code, RFID tags, covert security, or all of the above and at multiple levels of packaging associated with one another and product or other data. The solution allows the manufacturer, suppliers and customers to more easily identify counterfeit, adulterated or diverted products early and in real time, manage unauthorized events, and track and report all verification activity in real time, including creating chain-of-custody or electronic pedigrees.

CCL Label will utilize secure code control in their production facilities to obtain, print, verify and associate customer data with secure verification codes. CCL will also market and sell the VeriSure! internet-based verification and event management and VeriTrack! real-time verification activity logging, analysis and reporting services. Both services can be customized for consistency with a manufacturer’s current brand protection, production and manufacturing and marketing communications, such as integration with a corporate website.

Verify Brand will also support customer installations with a variety of professional services for a complete and turnkey solution. While applicable to many industries, the Verify Brand solution clearly supports the FDA report, ‘Combating Counterfeit Drugs’. The report stated that the ‘use of mass serialization to uniquely identify all drug products is the single most powerful tool available to secure the U.S. drug supply’. Through its use of the internet, the Verify Brand solution will engage the largest possible population of verification points, enabling distributors, retailers and end customers to easily detect and report the location of counterfeit or diverted product and manage these events in real time. The concept of uniquely identifying products will significantly increase the visibility into and transparency of the supply chain and thereby support manufacturers’ efforts to reduce the corrosive affects of counterfeiting, diversion, return fraud and other illegitimate supply chain activities.

‘Product serialization, whether human readable, in bar code or RFID format along with ubiquitous web or telephone verification can significantly enhance traditional and emerging brand protection strategies, including label or packaging security,’ said Kevin Erdman, president and CEO of Verify Brand, Inc. ‘Exposing serialized products to verification at the largest possible number of points and capturing and reporting on this activity in real time will increase the probability of detecting counterfeit and diversion events and increase deterrence.’

‘Serialization is key to delivering a cost effective brand protection strategy said John Pedroli, president, US Label Division, CCL Label Inc. ‘Now that we are an authorized Verify Brand partner we can enhance our offering to meet the growing needs of our customers for state-of-the art, brand authentication capabilities.’