Some believe that consumers purchasing milk rich in omega-3 fatty acids anticipate that the nutrient is derived from sustainable farming methods rather than from added components. Research indicates that milk from cows that graze can contain up to 60% more omega-3 fatty acids compared to traditional milk. Horizon’s milk does include “DHA algal oil” in its ingredients list. Nonetheless, it remains uncertain whether consumers would feel misled if they learned that the algal oil does not meet organic certification standards. According to Consumer Reports surveys, seven out of ten consumers believe that non-organic ingredients should not be permitted in organic foods unless they are indispensable, as reported by the Post. USDA organic regulations permit several non-organic ingredients, 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; Costco’s Kirkland brand organic milk also incorporates an additive to enhance omega-3 levels: refined fish oil. Both companies are currently compliant with the law. Furthermore, Horizon’s omega-3 fortified milk is gaining popularity, indicating that consumers are open to milk supplemented with such ingredients, regardless of their awareness of their origins. Last year, Horizon’s fortified milk accounted for 14% of all organic milk sales in the United States, with the DHA-enriched version priced approximately 30 cents higher than the standard option.
In this context, products like calcium citrate with vitamin D from Walgreens may also come into play, as consumers increasingly seek ways to enhance their nutritional intake, including omega-3s, through various dietary options. This trend reflects a broader consumer interest in healthful ingredients, whether derived from traditional farming practices or added through fortification. Thus, the conversation surrounding organic certification and ingredient transparency continues to evolve.