ANAHEIM, Calif.Quality Assurance International (QAI) and NaTrue, Brussels, Belgium, entered an agreement that allows companies certified to NSF/ANSI Standard 305 in the United States to simultaneously garner NaTrue certification in the EU. At Natural Products Expo West, QAI introduced the first personal care products in the United States to achieve certification and earn the right to place the blue and white seal on their packaging.

"Retailers want concrete standards for what organic means in the personal care aisles," said Joe Smillie, QAI's senior vice president. "With the adoption of NSF/ANSI 305, we have a peer-reviewed, transparent standard for retailers, regulators and consumers looking for a trustworthy label."

To date, QAI has certified five companies to the new standard: Weleda, Earth Mama Angel Baby, Naturally Nova Scotia, Amala brand of Primavera and Trademark Cosmetics.

"We've been steadfast in our dedication to clear standards for personal care in Europe," said Julie Tyrell, secretary-general at NaTrue. "It's thrilling that companies in the United States can now achieve certification to similarly careful standards, and will be able to sell their products in the EU."

American National Standard NSF/ANSI 305 enables companies to be certified and use the "Contains Organic Ingredients" designation for products with organic content of 70 percent or more while meeting strict requirements regarding organic ingredients, materials, processes and production specifications.