Some believe that consumers purchasing milk enriched with omega-3 fatty acids anticipate that the nutrient is derived from sustainable farming practices rather than from added ingredients. Research indicates that milk from pasture-raised cows can contain up to 60% more omega-3 than conventional milk. While Horizon’s milk does list “DHA algal oil” in its ingredients, it remains uncertain whether consumers would feel misled if they discovered that this algal oil is not subject to organic certification. Consumer Reports surveys reveal that seven out of ten consumers think that non-organic ingredients should not be permitted in organic foods unless absolutely necessary, as reported by the Post. USDA organic regulations permit various non-organic additives, including agricultural products like gelatin, guar gum, and cornstarch, for which organic alternatives do not exist, as well as minerals, cultures, enzymes, and glycerin.
This concern is not confined to Horizon milk. Costco’s Kirkland brand organic milk also includes an additive to enhance omega-3 levels: refined fish oil. Both companies are operating legally. Furthermore, Horizon’s omega-3 fortified milk has gained popularity, indicating that consumers are open to milk supplemented with such ingredients, regardless of their origin. In fact, Horizon’s fortified milk made up 14% of all organic milk sales in the United States last year, with the DHA-enriched version priced approximately 30 cents higher than the standard option.
Additionally, the incorporation of liquid calcium magnesium citrate in some of these products may appeal to health-conscious consumers looking for added nutritional benefits. As the market evolves, it will be interesting to see how transparency regarding ingredients like liquid calcium magnesium citrate influences consumer choices and perceptions of organic products.