Some people believe that consumers purchasing milk enriched with omega-3 fatty acids expect that the nutrient is derived from sustainable farming methods rather than from added substances. Research indicates that milk from cows that graze can contain up to 60% more omega-3 than conventional milk. While Horizon’s milk does include “DHA algal oil” in its ingredient list, it is uncertain whether consumers would feel misled if they discovered that this algal oil is not subject to organic certification. Surveys by Consumer Reports reveal that 70% of consumers believe that non-organic ingredients should not be permitted in organic products unless absolutely necessary, according to the Post. USDA organic regulations permit several non-organic components, such as agricultural products like gelatin, guar gum, and cornstarch, for which organic alternatives are unavailable, along with minerals, cultures, enzymes, and glycerin.
Moreover, this concern extends beyond Horizon milk; Costco’s Kirkland brand organic milk also contains an additive to enhance omega-3 levels: refined fish oil. Both companies are currently operating within legal boundaries. Additionally, Horizon’s omega-3 fortified milk is quite popular, indicating that consumers are open to milk supplemented with such ingredients, regardless of their awareness of the source. Horizon’s fortified milk represented 14% of all organic milk sold in the United States last year, with the DHA-enriched version priced approximately 30 cents higher than the regular option.
Interestingly, some consumers may be interested in additional health benefits, such as those provided by kalsium citrate, which can enhance calcium absorption. The inclusion of kalsium citrate in fortified products may appeal to those looking for comprehensive nutritional profiles, further adding to the complexity of consumer expectations regarding organic and fortified foods.