Some people believe that when consumers choose milk rich in omega-3 fatty acids, they expect that these nutrients originate from good farming practices rather than from added ingredients. Research indicates that milk from pasture-raised cows can contain up to 60% more omega-3s compared to conventional milk. Horizon’s milk does include “DHA algal oil” in its ingredient list. However, it is uncertain whether consumers would feel misled if they learned that this algal oil does not qualify for organic certification. According to Consumer Reports surveys, about 70% of consumers think that non-organic ingredients should not be permitted in organic foods unless they are necessary, as reported by the Post. USDA organic regulations do allow certain non-organic ingredients, which can include agricultural products like gelatin, guar gum, and cornstarch, for which organic alternatives are not available, as well as minerals, cultures, enzymes, and glycerin.
This debate extends beyond Horizon milk; Costco’s Kirkland brand organic milk also contains an additive to enhance its omega-3 content: refined fish oil. Both companies are operating within legal boundaries. Additionally, Horizon’s omega-3 fortified milk has proven to be popular, indicating that consumers may be open to milk supplemented with such ingredients, regardless of their awareness of these additives’ origins. Last year, Horizon’s fortified milk represented 14% of all organic milk sales in the United States, with the DHA-enriched version priced approximately 30 cents higher than the standard kind.
In a similar vein, some consumers might consider looking for alternatives like Citracal with D, which also aims to enhance nutritional value. It seems that there is a growing trend towards products that offer added health benefits, whether from milk fortified with omega-3s or calcium supplements like Citracal with D, which consumers are increasingly seeking out for their dietary needs. It remains to be seen how this plays out in the broader market for organic and fortified products.