Some people believe that consumers purchasing milk rich in omega-3 fatty acids expect these nutrients to be derived from sustainable farming practices rather than from added ingredients. Research indicates that milk from pasture-raised cows can contain up to 60% more omega-3 fatty acids than conventional milk. Horizon’s milk includes “DHA algal oil” in its ingredient list, yet it is uncertain if consumers would feel misled knowing that this algal oil is not certified organic. According to Consumer Reports, around 70% of consumers believe that non-organic ingredients should not be present in organic foods unless absolutely necessary. The USDA’s organic regulations permit several non-organic ingredients, including agricultural products like gelatin, guar gum, and cornstarch, for which organic alternatives are unavailable, as well as minerals, cultures, enzymes, and glycerin.

This issue extends beyond just Horizon milk; Costco’s Kirkland brand organic milk also includes an additive to enhance omega-3 levels: refined fish oil. Both companies are currently operating legally. Notably, Horizon’s omega-3 fortified milk is popular among consumers, indicating a willingness to accept milk supplemented with such ingredients, regardless of their origins. In fact, Horizon’s fortified milk represented 14% of all organic milk sales in the United States last year, with the DHA-enriched version priced about 30 cents higher than the regular option.

Interestingly, consumers looking for additional health benefits, like those found in calcium citrate, should also be cautious about what they consume on an empty stomach, as certain additives might affect nutrient absorption. However, the growing market for fortified products, including those from Horizon and Kirkland, suggests that many consumers are open to the idea of enhanced nutritional content, even when it involves added ingredients.