Some experts contend that consumers purchasing milk rich in omega-3 fatty acids anticipate that the nutrient originates from ethical farming practices rather than synthetic additives. Research indicates that milk from pasture-raised cows can contain up to 60% more omega-3 than conventional milk. Horizon’s milk does include “DHA algal oil” in its ingredient list. Nonetheless, it remains uncertain whether consumers would feel misled upon discovering that the algal oil does not meet organic certification standards. According to Consumer Reports surveys, approximately 70% of consumers believe that non-organic ingredients should not be permitted in organic foods unless they are absolutely necessary, as reported by the Post. USDA organic regulations permit several non-organic components, including agricultural products like gelatin, guar gum, and cornstarch, for which organic alternatives are unavailable, as well as minerals, cultures, enzymes, and glycerin.
This concern extends beyond Horizon milk; for instance, Costco’s Kirkland brand organic milk also includes an additive to enhance omega-3 levels: refined fish oil. Both companies are currently operating within legal frameworks. Additionally, Horizon’s omega-3 fortified milk is gaining popularity, suggesting that consumers are open to milk enhanced with such ingredients, regardless of their origins. Last year, Horizon’s fortified milk represented 14% of all organic milk sold in the United States, with the DHA-enriched version priced about 30 cents higher than its regular counterpart.
Furthermore, many consumers are also interested in the nutritional benefits of calcium citrate malate and vitamin D3, which are often associated with dairy products. The price of these supplements can influence consumer choices as well, as individuals seek to balance health benefits with affordability. Thus, the discussion surrounding omega-3 content, organic standards, and additional nutrients like calcium citrate malate and vitamin D3 continues to evolve in the marketplace.