The Ashwagandha Standards Alliance is a broad coalition of responsible stakeholders working globally to advance science-based standards, transparent disclosure, and accurate public communication for ashwagandha ingredients and finished products.
Mission
A credible voice for ashwagandha quality and science
The Alliance exists to advance science-based education and foundational standards work for ashwagandha products. Our focus is to support informed decision-making and education for government, industry, and consumers.
By encouraging responsible communication and transparent quality standards, the Alliance helps strengthen the confidence in ashwagandha products that it has earned.
Infographic: Ashwagandha Facts, Not Fear
Charter Principles
Our work is centered on six priorities that serve to preserve scientific fact and market confidence in ashwagandha.
Education
Clear, science-based information for those seeking reliable, objective facts on ashwagandha products.
Safety
Communicating the benefits and results on hundreds of studies on ashwagandha root and leaf, and bringing insight and context to common myths.
Quality
Agnostic to plant part, we educate and promote what’s really involved in ashwagandha product quality and truthful labeling.
Analytical harmonization
Developing and sharing valid analytical methods and labeling practices, for informed buyers of ashwagandha.
Transparency
Sharing the science and promoting open communication and trustworthy information for brands, researchers, and the public.
Public trust
As a collaborative effort among trusted suppliers and brands, we work to preserve the integrity and trust earned by ashwagandha, one of the largest herbal markets in the world.
Foundational work
Built for All Ashwagandha Stakeholders
Recent Posts
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Alliance Member, Experts Discuss Ashwagandha Consistency Problem on Naturally Informed
ASA founding member Blake Ebersole joined Len Monheit, Holly E. Johnson and Thomas Brendler on September 30 for a candid discussion about ashwagandha at the Naturally Informed conference focused on supply chain. The talk landed on the core problem: ashwagandha doesn’t have a science problem — it has a consistency problem. Industry knows how to…
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Ashwagandha Truth & Greet at Supplyside Global
The truth sits at the foundation of the pyramid. There may be no more appropriate place in Las Vegas for the next Ashwagandha Standards Alliance gathering. When the Egyptian pyramids were built, they werent made lasting by gilding the top. The same is true of science—and of the standards we adopt–ultimately for the health of…
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ASA Member Explains Testing Methods, Quality and the Problem With “Total Withanolides”
August 29, 2026: on Logan Talks Health, Blake Ebersole, co-founding member of the Ashwagandha Standards Alliance, discusses ashwagandha quality, plant-part controversies, testing methods, analytical transparency and why a percentage such as “5% total withanolides” may not tell consumers what they think it does. An edited transcript of this interview is found below: Logan:Why don’t we…
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ASA Expands Global Membership Initiative as Kerry Group Joins Coalition
Growing global coalition brings together leading companies and experts working to advance science-based standards, transparency and public trust in ashwagandha Boulder, Colorado — August 18, 2026 — The Ashwagandha Standards Alliance (ASA) today announced the continued expansion of its global membership initiative, with Kerry Group, a global leader in sustainable nutrition, joining the Alliance. …
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ASA Supports Safeguard Ashwagandha at EU Parliament Meeting
July 16, 2026 The Ashwagandha Standards Alliance thanks Safeguard Ashwagandha and Kerry Group for their presentation of science on Ashwagandha directly to policymakers at the European Parliament in Brussels. The meeting brought together scientists, regulatory experts, industry leaders and retailers as Europe considers a possible formal assessment of ashwagandha, known as Article 8. At the meeting, Dr. Thomas…
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Ashwagandha Standards Alliance Responds to India’s Ministry of AYUSH, Launches With Global Membership Initiative
A broad coalition of responsible stakeholders invites global participation as regulatory debate over ashwagandha leaf underscores need for clarity and evidence-based review. FOR IMMEDIATE RELEASE Boulder, Colorado — June 23, 2026 — The Ashwagandha Standards Alliance (ASA), a broad coalition of responsible stakeholders working globally to advance science-based standards and accurate public communication for ashwagandha…
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Join the Alliance Now
Ashwagandha has become one of the most widely used botanical ingredients in global health and wellness. But growth has exposed some problems, and the public conversation has become misguided. Meanwhile, important questions are sometimes ignored. When we argue about plant part, the serious questions are missed: ❓ Was the product accurately labeled? ❓ Was the…
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Supplyside Supplement Journal: ASA sets sights on ashwagandha standards and education
Thank you to Devon Gholam, Ph.D. and SupplySide Supplement Journal for covering the Ashwagandha Standards Alliance. One line in the article captures the problem well: “The market and wide variety of available ingredients have led to consumer confusion around ashwagandha.” That’s the primary issue. Ashwagandha is no longer a small niche botanical. So when any…
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New Infographic: Ashwagandha Facts, Not Fear
A Science-Based Guide to Safety, Quality and Labeling for Industry The Ashwagandha Standards Alliance has released a new educational infographic, Ashwagandha Facts, Not Fear, to help brands, regulators, practitioners and consumers better understand how ashwagandha products should be evaluated. Ashwagandha is one of the most widely used botanicals in the world. It is also increasingly the…
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ASA Member Commentary on May 18 Article in Nutraceuticals World
I appreciate Monday’s ashwagandha article in Nutraceuticals World for the wide range of opinions expressed. This article correctly identifies one central scientific issue: that root, leaf, and root+leaf materials may be chemically similar, but are not identical. It also points out the variation among legitimate products, and that generic total-withanolide claims are no longer enough.…
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