I am often asked why Crushed Tonic collagen is better than any other collagen in the market-- and figured I'd share with you what I drafted to answer Allure Magazine's Editor in Chief's question. Hope it's helpful in showing the need for investing in high-quality collagen! Q: I hear negative things about tilapia sourcing and mercury levels, is there anything [you can tell us about your ] sourcing? Crushed Tonic’s collagen comes from a blend of sustainably harvested non-gmo tilapia and pangasi raised in fresh water fish farms in Europe, with final processing in a Kosher certified facility in France. Our collagen is purest of its kind — like you noted, many breeds of wild fish today contain high levels of mercury and other toxic metals (which Vital Proteins was actually recently spotlighted for), while our collagen was tested to be less than 0.002 PPM (certification attached). In addition, all of our tilapia collagen goes through a validated and safe process (sterilization and pasteurization, filtration, UF, and demineralization), something that many collagen companies cannot stand behind. Our collagen is also irradiated and is contaminants free, carbohydrate free, cholesterol free, and preservative free. Some other reasons for why we went with our specific tilapia collagen brand: It is the most effective— not only is it the highest in bioavailability compared to the other sources of marine collagen, tilapia skin is the best in promoting wound healing and skin regeneration (ingestion of tilapia collagen encourages the growth of fibroblasts & increases the expression of genes involved in wound healing). Tilapia also has the highest concentrations of protein in their scales. It tastes better— some of the other fish brands had a stronger, gamier taste, while tilapia collagen is essentially flavorless. This was the most important reason for me to go with my collagen; collagen is something that needs to be drank daily for at least 4 weeks for full effects, yet when I started drinking it, I hated the taste of it so much! It is sustainably sourced—because tilapia is so abundantly farmed (and the skin is so often discarded), sourcing collagen from aquacultured tilapia is the most environmentally friendly. It is the most clinically proven—there were ample amounts of clinical studies done on this specific brand already, that we didn’t have to question the efficacy of the collagen. And of course, always marine, never bovine— bovine collagen is collagen sourced from boiled cow hides that traveled a long way from their butchers. I can get behind eating fish skin powder; cow skin, however, is a totally different story (and one that surprisingly, MANY customers are not aware of). We also just recently signed on to Sephora’s clean beauty campaign, as well, if that is helpful in underlining its caliber!