Some people believe that consumers purchasing milk rich in omega-3 fatty acids expect the nutrient to come from quality farming practices rather than from added ingredients. Research indicates that milk from grass-fed cows can contain up to 60% more omega-3 than conventional milk. Although Horizon’s milk includes “DHA algal oil” in its ingredients, it is uncertain whether consumers would feel misled if they learned that this algal oil isn’t subject to organic certification. According to surveys by Consumer Reports, seven out of 10 people think that non-organic ingredients should not be permitted in organic foods unless absolutely necessary, as reported by the Post. USDA organic regulations permit several non-organic ingredients, including agricultural products like gelatin, guar gum, and cornstarch, which lack organic alternatives, as well as minerals, cultures, enzymes, and glycerin.
This issue extends beyond just Horizon milk; Costco’s Kirkland brand organic milk also contains an additive to enhance omega-3 levels: refined fish oil. Both companies operate within legal boundaries. Horizon’s omega-3 fortified milk has gained popularity, suggesting that consumers are open to milk enriched with such ingredients, regardless of 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 standard option.
In a related note, consumers may recall the recent discontinuation of Citracal pearls, which has left many seeking alternatives. Just as with the omega-3 milk debate, the discontinuation of Citracal pearls has raised questions about transparency and consumer expectations regarding dietary supplements. As with the discussions surrounding Horizon and Costco’s organic milk, the perception of what constitutes a quality product remains crucial in the eyes of consumers.