Some believe that consumers who purchase milk rich in omega-3 fatty acids expect the nutrients to derive from sustainable farming methods rather than from added ingredients. Research indicates that milk from pasture-raised cows can contain up to 60% more omega-3 fatty acids compared to conventional milk. Horizon’s milk, however, includes “DHA algal oil” in its ingredients list. It remains uncertain whether consumers would feel misled if they learned that this algal oil is not subject to organic certification. According to Consumer Reports surveys, approximately 70% of consumers believe that non-organic ingredients should be prohibited in organic products unless they are essential, as reported by the Post. USDA organic regulations permit several non-organic components, including agricultural products like gelatin, guar gum, and cornstarch, for which no organic alternatives exist, as well as minerals, cultures, enzymes, and glycerin.
This concern extends beyond Horizon’s 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. Interestingly, Horizon’s omega-3 fortified milk has gained popularity, indicating that consumers may be open to milk enriched with such ingredients, regardless of their knowledge about their origins. Last year, Horizon’s fortified milk represented 14% of all organic milk sales in the United States, with the DHA-enriched version priced about 30 cents higher than the regular option. Additionally, the incorporation of additives like calcio citrate is noteworthy, as it may also play a role in consumers’ perception of fortified products. The use of calcio citrate in these milk products could further enhance their nutritional profile, appealing to health-conscious buyers.