The Non-GMO Project Wants Its New Label to Become the Standard for Non-Ultra-Processed Food
More than 300 products now carry the Non-UPF Verified label. CEO Megan Westgate says it judges both ingredients and processing, and could someday reach the scale of the Butterfly.
There is still no federal definition of ultra-processed food. The group behind the Non-GMO Project Butterfly is betting its own label can fill that gap.
TLDR
- The Non-GMO Project launched its Non-UPF Verified label earlier this year.
- More than 300 products have been verified so far.
- The standard looks at ingredients and at how much a food has been processed.
- CEO Megan Westgate says the label is being built “intentionally” slowly.
How the Label Works
Non-UPF Verified takes what Westgate calls a holistic approach, judging both ingredient integrity and degree of processing, she told Food Dive. “Ingredients matter. Nutritional composition matters. Processing matters,” she said. Her point is that a Nutrition Facts panel cannot show everything: “What you generally cannot determine is what happened to those ingredients before they reached that package.”
The standard was refined during a pilot phase, with added-sugar limits that vary by product category and provisions for products that need more preparation, such as baking mixes. Simple Mills is among the first certified brands.
The Scale Question
The Non-GMO Project’s original verification covers more than 5,700 brands. Westgate cites research showing 72% of shoppers are trying to avoid ultra-processed foods, though many are not confident they can identify them. “Could Non-UPF Verified someday reach the scale of the Butterfly? Absolutely,” she said.
Too Many Definitions?
Outside groups and regulators are proposing their own definitions, and California has passed a bill to create a state certification seal for non-ultra-processed foods. Westgate sees the risk: “There is always a risk that too many competing definitions and labels create more confusion rather than less.” She said any national definition should reflect processing and not rely only on additives or nutrition numbers.
Why It Matters
Shoppers want to avoid ultra-processed food, and nobody agrees on what it is. Whoever writes the definition that sticks, a certifier, a state or the federal government, will shape how products are reformulated and marketed for years.
Source: Food Dive. Read the interview.