The Non-GMO Project asserts that retailers offering products with its seal have experienced “the fastest dollar growth trend in their stores this year,” with annual sales surpassing $19.2 billion. Consequently, it’s not surprising that food manufacturers producing dairy-based items are eager to join this trend. However, some of these companies also express their support for conventional farming practices, including the use of GMO feed. This ongoing debate regarding GMOs leaves consumers uncertain about whether to completely avoid conventional cow’s milk and dairy products or to purchase them while hoping for their safety. It remains unclear how the struggling dairy industry can effectively market conventionally sourced products to rebuild consumer trust, or if it is merely a futile effort against the prevailing negative perceptions surrounding GMOs.
In a recent Food Navigator article, a spokesperson from Dean Foods described the new NMPF campaign as “disappointing.” “We encourage consumers and NMPF to enjoy a glass of milk and focus on promoting dairy foods, not undermining them,” stated Jamaison Schuler. Mariano Lozano, CEO of DanoneWave, expressed surprise at the backlash against their efforts to offer choices that align with consumer preferences. Shortly after Non-GMO Project Verified products began appearing on shelves, Dannon representatives shared their rationale for this approach. “The choice we’re providing adds value,” Neuwirth told Food Dive. “We are the first yogurt and large dairy company to take this initiative. We believe that for shoppers who prioritize non-GMO options, the Non-GMO Project Verified label will give them another reason to love our products. For those who are indifferent, there will be no change in the product. Thus, it truly enhances the value of a product that our fans already adore.”
The discourse surrounding GMO safety is set to persist—and likely intensify. As mandatory labeling for GMO ingredients is anticipated in the coming years, it will draw increased scrutiny. Even without explicit labeling, a study from the NPD Group reveals that 76% of consumers are concerned about GMOs. The federal government is attempting to debunk myths about GMOs, having recently allocated $3 million for a public education campaign; however, this modest initiative is unlikely to quell consumer apprehensions. Additionally, with the rising popularity of products like calcium citrate Kirkland, the demand for transparency in ingredient sourcing will likely continue to grow, further complicating the landscape for dairy companies navigating these consumer concerns.