DNA Hits the Presses

Launching an unprecedented initiative in the way goods are protected from counterfeiting, two companies have partnered to offer product packaging which identifies their contents and provenance using botanical DNA.

Disc Graphics, Inc. (DISC), using technology from Applied DNA Sciences, Inc., has announced that as of November 1, DISC will mark every carton produced for customers of the company with botanical DNA markers, representing a code which indelibly carries the pedigree and authenticity of each product.

The DNA marking is the centerpiece of a layered, multi-technology program against counterfeits and tampering, which DISC calls P.A.S.S. Marking labels with DNA is also planned as a key element of the P.A.S.S. program.

Under P.A.S.S., since every carton will be pre-marked with the DNA code, DISC customers are offered the ability to submit suspect packaging to APDN's lab for authentication as part of a licensing program. As John Rebecchi, Senior Vice President of Marketing and Business Development for DISC, explains: "The companies which use our packaging and labels will automatically be part of our industry-leading authentication program which will highly differentiate their product."

Scope of DNA Marking Program

The scope of the DNA marking program for DISC is vast. DISC produces several hundred million cartons and labels each year, for a diverse range of markets. The company produces pressure sensitive labels for over-the-counter pharmaceutical, vitamin, and healthcare markets, including retailers selling pharmaceuticals -- CVS and Walgreens -- as well as prescription and specialized pharmaceutical industries, cosmetics, perfumes, DVDs and others.

"We are very serious about providing all of our clients with the latest forensic authentication technologies to combat the increasing influx of counterfeit packaging and the resulting brand erosion they face across the globe," said Margaret Krumholz, president of DISC.

Mr. Rebecchi noted: "Clients have the option of extending our blanket DNA protection with uniquely sequenced DNA markers developed exclusively for them by our partner, Applied DNA Sciences. They can also combine any of the choices in each level of the P.A.S.S. program to achieve strong, multi-layered protection."

Mr. Rebecchi stated that effective November 1, 2011 the P.A.S.S. program will be fully operational.

David Wigfield, Vice President of Sales at Applied DNA Sciences, observed: "As printers worldwide look for ways to differentiate their offering to brands and marketing departments, Disc Graphics has targeted a fast growing challenge to their customers; protecting brand equity from diversion and counterfeit. Employing APDN botanical markers and other cutting edge technology gives DISC a unique offering that recovers revenue for their customers and creates new options to protect the supply chain."

DNA markers: versatile, uncopyable

APDN offers a range of DNA-based security solutions. Unique DNA markers are versatile and stable and essentially cannot be copied. The DNA marking will not alter qualities of products and does not require major changes to the manufacturing process or logistic chain.

Dr. James A. Hayward, APDN President and CEO, commented: "APDN is thrilled that our strategic relationship with DISC can offer the industry's most advanced and secure technology to combat counterfeit products in critical market segments like pharmaceuticals. Our services can provide irrefutable authentication of products, thus assuring consumers that they are receiving legitimate products."

Dr. Hayward pointed out that the pharmaceutical industry, with a concentration around New York, New Jersey, and Connecticut, is well positioned to take advantage of the new program. The severe negative health consequences of counterfeit medicines are an increasing concern of the companies and consumers.

APDN DNA-based product verification has been tested in the heat of some of the world's most demanding businesses, including marking of currency for trucks carrying cash in the United Kingdom, and in an extensive pilot for the Department of Defense, marking microchips bound for the military supply chain. The company also marks luxury items such as the famous guitars produced by the C.F. Martin Company.

Source: Disc Graphics, Inc.