2003 Truetrait and Genetrue Service Marks
The GeneTrue and TrueTrait service marks were adopted by the association to differentiate services that applied specifically to biotechnology. GeneTrue was used to promote testing services, and TrueTrait served as an umbrella for everything from field inspections and process audits to stewardship monitoring services. Ahead of its time in may respects, it was not adopted by the seed industry and was criticized for drawing a distinction where no distinction was needed.