Some believe that consumers purchasing milk rich in omega-3 fatty acids expect that the nutrient derives from sustainable farming methods rather than from added substances. Research indicates that milk from pasture-raised cows can contain up to 60% more omega-3 than conventional milk. Horizon’s milk does include “DHA algal oil” in its ingredient list. However, it is uncertain if consumers would feel misled if they discovered that the algal oil is not eligible for organic certification. According to Consumer Reports surveys, approximately 70% of consumers believe that non-organic ingredients should not be permitted in organic products unless they are absolutely necessary, as reported by the Post. USDA organic regulations permit several non-organic components, which can include agricultural products like gelatin, guar gum, and cornstarch, for which organic alternatives are unavailable, along with minerals, cultures, enzymes, and glycerin.
This issue extends beyond Horizon milk. Costco’s Kirkland brand organic milk also incorporates an additive to enhance omega-3 levels: refined fish oil. Both brands are currently operating within legal guidelines. Moreover, Horizon’s omega-3 fortified milk has gained popularity, indicating that consumers are open to milk enriched with such ingredients, regardless of their knowledge of the sources. Horizon’s fortified milk represented 14% of all organic milk sales in the United States last year, and the DHA-enriched version is priced approximately 30 cents higher than the standard option.
In this context, it’s interesting to note that some consumers may also be seeking alternatives like nature made calcium citrate for additional nutritional benefits. This highlights a broader trend where consumers are becoming increasingly conscious of the sources of nutrients in their food. As a result, the demand for transparent labeling and organic certification may continue to rise, pushing brands to reevaluate their ingredient sourcing and marketing practices.