Direct-to-consumer genetic testing services are all the rage right now. While many of these services provide valuable information that satisfies curiosities or estimates some health risks, Milwaukee-based GenoPalate takes it a step further by analyzing DNA and combining the results with thousands of nutritional variables to empower people to eat smarter.
GenoPalate was formed by molecular biologist Sherry Zhang. She holds a doctorate in molecular biology from Marquette University and, after earning it in 2007, continued her endeavors in research through a fellowship at the Medical College of Wisconsin. The lab she joined did pioneering research in single-nucleotide polymorphisms, or SNPs (pronounced “snips”), which are genetic variations among people. Each SNP represents a difference in a single DNA building block, called a nucleotide.
Dr. Zhang had also studied obesity and realized that using science and technology to provide a comprehensive, state-of-the-art panel of nutritional genomics could serve as a guide toward helping people improve their food choices, thus remaining healthier. “We wanted to build an entity to channel knowledge directly from the scientists in the lab to the public to use at home,” she said. “GenoPalate is a potent, powerful tool to help consumers who want to eat more intelligently.”
To begin, customers can order the core GenoPalate kit that includes a welcome card from Zhang, convenient instructions, a spit tube to collect the DNA and a return box with a mailing address. Once the lab receives the tube for analysis, the tube is de-identified so there’s no information about the individual who sent it.
“Privacy is of the upmost important to us, but also the genetic industry in general, so everything comes off a barcode number and a secure registration system,” explained Neil Giugno, COO of GenoPalate. Giugno has a background in marketing and product development. When he met Zhang and learned about GenoPalate, he thought it was a great idea and wanted to help Zhang execute her vision.
Eating More Intelligently
After the lab uploads the DNA and processes the results, the customer receives an easy-to-read yet detailed report with pages of results based on genotype and more than 100 biomarkers that the GenoPalate has read. “With that, you see the meaning of each gene and genotype in terms of nutrition,” Giugno said. “Also included is an information packet with a detailed shopping list to guide the customer in 14 different categories at the grocery store, such as vegetables and meat. The product takes your genes, plus nutritional science, and identifies your foods.”
GenoPalate’s information provides a personalized approach to eating and delves further than most of the one-size-fits-all nutrition information available online. The core kit is available for $199, but if you want to go even deeper, GenoPalate also offers a concierge-style coaching service that provides customers with meal plans based on their results and tailored for any dietary restrictions or eating preferences.
Zhang noted that many of their customers already use other genetic services like ancestry.com. Customers who already have results from those services can send their data to GenoPalate for just the nutritional analysis, which costs $99.
Zhang said the journey has been exciting since GenoPalate officially launched last fall. The company has grown to 16 part-time and full-time employees with interns from Milwaukee and other areas of Wisconsin.
For more information, visit genopalate.com.
