Some believe that consumers purchasing milk enriched with omega-3 fatty acids expect this nutrient to originate from sustainable farming practices rather than from added ingredients. Research indicates that milk produced from grazing cows can contain up to 60% more omega-3 than conventional milk. Horizon’s milk does include “DHA algal oil” in its list of ingredients; however, it is uncertain whether consumers would feel misled if they learned that the algal oil does not meet organic certification standards. According to Consumer Reports surveys, about 70% of consumers feel that non-organic ingredients should not be permitted in organic products unless they are absolutely necessary, as reported by the Post. USDA organic regulations permit the inclusion of several non-organic ingredients, such as agricultural products like gelatin, guar gum, and cornstarch, which do not have organic alternatives, along with minerals, cultures, enzymes, and glycerin.
This situation is not exclusive to Horizon milk; Costco’s Kirkland brand organic milk also contains an additive to enhance omega-3 levels: refined fish oil. Both companies are operating within legal parameters. Horizon’s omega-3 fortified milk has gained popularity, indicating that consumers may be open to milk supplemented with such ingredients, regardless of their awareness of the source. Last year, Horizon’s fortified milk represented 14% of all organic milk sold in the United States, and the DHA-enriched version is priced approximately 30 cents higher than the regular kind.
Interestingly, the discussion around omega-3 fortification and its production methods also brings to light other nutritional aspects, such as the solubility of calcium citrate. While some consumers focus on omega-3 content, others might seek products that enhance calcium citrate solubility, contributing to overall nutritional value. This highlights the diverse preferences among consumers regarding what they expect from organic milk and its added nutrients.