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In this interview, Kombucha Brewers International (KBI) director Kendra Sepulveda (pictured below) explains how the launch of its new Verified Seal is set to transform the kombucha category, offering clarity in a market crowded with innovation, confusion and competing claims – and why she believes it could become the global benchmark for authenticity in fermented beverages.

What were the key drivers behind launching the KBI Verified Seal, and what gaps in the kombucha market are you aiming to address?

The key drivers are the same today as they were a decade ago when the previous KBI president proposed the Seal Program: transparency, consistency and consumer trust. That’s why I committed to rolling out the Seal Program when I took over as KBI director and I’m happy to say that my promise to the board and our partners has been fulfilled.

Kombucha has grown rapidly worldwide, but market penetration is only about 15% in the US, where the market is most robust. With that growth during this formative period came increased variation in labelling, production methods, and quality. We saw a huge wave of innovation, particularly around alcohol percentage levels, which can affect the processing and handling of kombucha.

We all recognised that without clear standards and production transparency, consumers are often left unsure whether the product they’re buying is truly authentic kombucha with live cultures and organic acids from fermentation or if they are purchasing another kind of product. The Seal addresses this gap by creating a benchmark that ensures kombucha is made according to the KBI Code of Practice.

Could you walk us through the scientific and technical criteria a product must meet to qualify for the Verified Seal?

The Verified Seal is built on clear designations that reflect how kombucha is produced and what consumers can expect. We currently recognise three categories: raw and unpasteurised, pasteurised, and from concentrate. Each designation is carefully defined in the Kombucha Code of Practice, which outlines the production methods and characteristics that must be upheld.

At this stage, we rely on the honour code of each participating company to adhere to those definitions. The Verified Seal is therefore both a transparency tool and a trust mark – it allows producers to clearly communicate how their kombucha is made, and it empowers consumers to make informed choices.

Looking ahead, we are considering making DNA sequencing a requirement beginning in 2027, which would add a scientific layer of verification to support what companies self-attest today. Much like the organic seal evolved over time, we see this programme growing in rigor as adoption and global alignment increase.

Des KBI verify aspects like live cultures, organic acid profiles and fermentation authenticity in practice?

KBI does not operate as a regulatory or testing body. Instead, the Verified Seal programme is built on transparency and adherence to the standards defined in the KBI Code of Practice.

In practice, this means we trust producers to uphold those standards, just as the early organic movement pioneered by Rudolf Steiner and Lady Eve Balfour was based on shared principles and self-attestation before evolving into formal certification.

Over time, as adoption grows, we anticipate increased alignment with testing protocols and regulatory frameworks that will strengthen this foundation.

The seal aims to reduce consumer confusion – what are the most common misconceptions you see around kombucha, and how does the seal clarify these for shoppers?

My experiences with consumer confusion come from different levels of analysis and types of conversations I have had throughout my career with kombucha. I ran a storefront in Barcelona where I hand-sold kombucha that we fermented right there in the store, and now, as KBI’s director, I work with partners, suppliers, consumers, sellers, journalists...everyone; the entire vertical market from beverage design to tasting. The most common misperceptions I’ve encountered are:

• That all kombucha on the shelf is 'alive' and contains beneficial microorganisms.

• That 'kombucha-inspired' drinks with added vinegar or probiotics are the same as traditionally fermented kombucha.

• Confusion over alcohol content and whether kombucha is safe for all consumers.

The Verified Seal gives shoppers a clear understanding of the product in their hands, and the knowledge that KBI is there to ensure it.

From a manufacturer's perspective, what does the process of certification look like in terms of time, cost and resources?

It’s a dream come true! For producers, we have made this initial phase of verification easy to adapt. Once a company submits the application form, we send our production description form for them to fill out. The responses are evaluated by our team at KBI and the Verified Seal is then awarded based on compliance with the Code of Practice.

The process takes four to six weeks and the cost to each company is based on the volume of production. Once they have been awarded the Verified Seal, they are then able to use it on their product label and in promotional materials. The company applying must also submit a notarised affidavit ensuring the authenticity of the submission and their answers.

How do you expect the Verified Seal to impact shelf positioning and brand differentiation in an increasingly crowded RTD beverage market?

The Verified Seal provides a strong differentiator at the point of purchase. As kombucha competes with sodas, functional waters, and other fermented drinks, the seal communicates clearly based on the three designations: raw and unpasteurised, from concentrate, and pasteurised, allowing consumers to make a more informed purchase.

Retailers and distributors can also use it as a quick reference when deciding which products meet their particular needs based on the designation of the seal. It is a tool to guide all in an informed and yet clear manner.

Standards can vary widely across regions – how does the Verified Seal align with international food and beverage regulations, and do you anticipate it becoming a global benchmark?

When the USDA Organic Seal was first introduced, there was no global consensus on what 'organic' meant. Different regions applied their own definitions, which created confusion for consumers and challenges for producers. Over time, by offering a clear, trusted framework, the organic seal became a benchmark that governments and trade partners around the world recognised and aligned with.

Today, it’s not just a US programme, it’s a global point of reference. The Verified Seal for kombucha is taking a similar path. While standards for fermented beverages still vary across regions, the seal is designed to align with core international principles of food safety, transparency and authenticity. By grounding it in the existing KBI Code of Practice as an accepted framework, we’re reducing friction for producers while giving consumers confidence in what they’re buying.

Our expectation is that, just as the organic seal evolved from a domestic initiative into a global benchmark, the Verified Seal will gain traction first within the industry, then with regulators, and eventually serve as the international gold standard for authentic kombucha. One obvious difference, though, is that we’re starting internationally and staying that way.

What conversations has KBI had with regulatory bodies to ensure recognition of the seal?

KBI has been in discussions with several regulatory bodies. In fact, I have devoted the last two years interviewing several certification bodies in America and Europe and gathering information to discover the best way to present the Verified Seal to the world. The information I have gathered has helped guide the decision to make the program in-house for the pilot launch, and as we gain more traction, we can involve third-party regulatory bodies.

Beyond GT's Living Foods as the first adopter, what interest have you seen from other kombucha brands so far?

We are honoured that GT’s Living Foods is the first adopter, as he is the pioneer in bringing kombucha to the market. In addition, we’ve received strong interest from both established and emerging brands across North America, Europe and Asia.

From my desk, as the director of KBI, I am able to have many conversations with producers from around the world and finally, through many years of refining the programme, we can now offer exactly what they are asking for.

Many producers see this as an opportunity to validate the quality they’ve always delivered, while others view it as a tool to differentiate themselves in competitive markets. The momentum suggests the seal will quickly become a widely recognised mark across the category.

Do you expect the Verified Seal to inspire similar standardisation efforts in other fermented beverage categories?

Yes, kombucha is just the beginning. We’re already seeing parallel conversations happening in water kefir, tepache and other fermented categories that face similar challenges around authenticity and labelling. KBI’s programme could serve as a model for creating consumer-facing seals in other parts of the functional beverage landscape.

Looking ahead, how do you see kombucha evolving as part of the wider functional beverage market? What role will the seal play in that journey?

Kombucha is well-positioned at the intersection of health, flavour and natural fermentation. As the functional beverage space grows, consumers will demand greater transparency and proof of efficacy.