steven newmaster is part of a worldwide effort to collect and catalogue nature's wide array of dna.believes in the power of nature to heal. >> i buy and use natural health products. i believe in them. i've used them all my life. i've used them with my family. we have that anecdotal evidence that you have some ailment and you take whatever the remedy is and it's dealt with. >> narrator: so it's an irony that guelph university was responsible for one of the latest studies documenting problems with supplement quality. in 2012, newmaster and his team randomly selected 44 herbal products off the shelves in canada and the u.s. and started comparing them to the plant dna in their databank. >> and we looked at the results, and i was fairly astounded. i was like, "wow." >> narrator: 60% of the products contained ingredients not listed on their labels. even more astonishingly, one in three proved to be outright fakes. if i put my consumer hat on, that pissed me off, because i go in to buy a product that i believe in, that i care about and i pay a lot of money for, and it's not even the bottle