In an exclusive interview with CanadianSME Small Business Magazine, Sharon Vinderine, Founder and CEO of Parent Tested Parent Approved (PTPA), opens up about her journey from a frustrated parent to the architect of North America’s most respected consumer certification platform. With over 250,000 engaged parents in her testing community and 300+ national TV appearances, Sharon has redefined how brands earn trust in an era of overwhelming choice.
From her first pitch to skeptical brands to becoming a trusted voice for household names like P&G, VTech, and even the Harlem Globetrotters, Sharon shares how authenticity, real-parent insight, and values-driven marketing have shaped her success. In this conversation, she unpacks how the PTPA seal goes beyond a badge—it’s a signal of credibility that drives results both on shelves and across digital platforms.
Sharon Vinderine is the Founder and CEO of Parent Tested Parent Approved (PTPA), North America’s leading certification for family focused products. As both a parent and entrepreneur, she built PTPA to help families cut through marketing noise with peer-endorsed recommendations.
Sharon leads a community of over 250,000 parents and has helped brands like SC Johnson, VTech, and P&G build trust with modern consumers. A recognized media expert with 300+ national TV appearances, she’s a sought-after speaker on authenticity, purpose-driven marketing, and brand trust.
Your journey began with a personal frustration as a new parent facing overwhelming product choices. What were the key steps in transforming PTPA from a grassroots idea into one of North America’s most respected consumer certification platforms?
It was a combination of parents, media, and brands that ultimately drove our success.
I needed to find brands that were willing to put their trust in an award that they had never heard of. Then I had to build an audience of parents who would test products and provide detailed feedback on their experience. From there, it was pitching TV shows to have me on air in spite of my lack of experience because at that time, TV was the ultimate in credibility.
It was grueling but it paid off. Our parent community grew based on word of mouth, TV shows started reaching out, and brands started calling because they were seeing their competitors with our award. Appearing on the Rachael Ray show and Steve Harvey show drove further awareness for the seal.
The biggest impact to our brand success is our integrity. While copycat awards started appearing, ours was and remains the only one awarded solely on authentic families testing products in hand and providing their honest feedback. Parents act as judge and jury, and that is trustworthy.
PTPA’s seal is now relied upon by both startups and iconic brands like the Harlem Globetrotters. Can you share how brands weave your seal into their story—online, on-shelf, and everywhere in between—to turn trust into tangible business results?
Our seal is shorthand for trust and credibility, which is why brands of every size weave it into their story. Online, the seal is overlaid on product images that tell shoppers the product has been tested and approved by real families. It allows consumers to skip the endless, and often unreliable, review scroll.
On-shelf, it stands out among competing products, giving buyers a clear reason to reach for that package over the rest. When influencers highlight the seal, it adds an extra layer of reassurance that goes beyond sponsored copy.
Brands also use the seal in bigger moments. You will spot it in primetime commercials, on QVC, and even in Shark Tank pitches, because viewers recognize the seal as an at-a-glance endorsement. The Harlem Globetrotters had it incorporated into announcements at all of their live shows and had added the seal to ticketmaster and all of their digital assets. They were an incredible example of best in class usage of the seal.
Across entire marketing campaigns, each placement subtly repeats the same promise: real parents tested this and recommend it.
With over 250,000 parents in your testing community, how does PTPA ensure the authenticity and rigor of its product evaluations, and what role does real-parent feedback play in shaping product development for brands?
Authenticity starts with our hand-selected testers. For every product, we make sure it reaches the exact target audience, shipped straight to their homes. Testers then provide photos, short videos, and detailed surveys as they use the item in daily life. It isn’t a vote and it isn’t a lab exercise; it’s genuine in-home use that shows shoppers the product has been peer-tested and recommended.
For brands, this approach is priceless. They receive custom, focus group level feedback from their ideal consumer, and these insights have shaped countless product tweaks and even full redesigns over the past two decades. It’s a harder path than simply running an online poll, but maintaining that level of integrity is exactly what keeps the PTPA seal meaningful.
Beyond parenting gear, PTPA has expanded into surprising categories. What are some unexpected industries that have embraced your certification, and why do you believe the PTPA approach resonates beyond traditional family products?
Parents don’t stop shopping once the stroller phase ends, so neither did we. That insight has pulled us into some unexpected spaces. Hyatt Resorts sought our seal after recognizing that parents face endless options and want clear proof a vacation spot truly meets family-friendly standards. Automotive followed suit; GM sought the badge on specific car models to reassure buyers in the showroom. We’ve certified home-security devices, meal-kit subscriptions, pet products, and even travel insurance aimed at families on the go. Each of these categories shares the same pain point: a crowded market where claims can feel interchangeable.
The PTPA approach translates because it stays grounded in real-world use. Whether it’s a doorbell camera or a dog treat, parents want proof that it works, fits their lifestyle, and offers value. Our in-home testing delivers that proof in language consumers trust. Brands see the seal as a fast way to signal, “We passed the everyday test,” and shoppers recognize that message instantly, no matter what aisle they’re in.
As a pioneer in consumer trust, what final advice would you offer to small and medium-sized businesses looking to build credibility and foster lasting loyalty in today’s value-driven marketplace?
Trust is earned through a series of small, consistent actions, not a single campaign.
Start by listening closely to your consumers. Spend time reading reviews, support emails, and social feeds and the pain points you discover should shape every feature improvement. Their likes should shape your messaging.
Back every claim with evidence your customer can see. That could be real-world testimonials, third-party validation, or transparent data on performance and safety. When shoppers spot actual proof, they stop wondering if your promise is real.
Be authentic in your storytelling. Consumers are savvier now than they have ever been so trying to be something that you are not, is a recipe for disaster. Focus on being true to your brand ethos and the rest will follow.
Do these things day in and day out and loyalty follows. Customers remember brands that make good on their word, especially in a marketplace full of noise.
Disclaimer: This article is based on publicly available information intended only for informational purposes. CanadianSME Small Business Magazine does not endorse or guarantee any products or services mentioned. Readers are advised to conduct their research and due diligence before making business decisions.
