Some believe that consumers purchasing milk enriched with omega-3 fatty acids expect the nutrient to derive from sustainable farming methods rather than from added ingredients. Research indicates that milk from pasture-raised cows can contain up to 60% more omega-3 than standard milk. Horizon’s milk does include “DHA algal oil” in its ingredient list. However, it is still uncertain if consumers would feel misled if they learned that the algal oil is not subject to organic certification. According to surveys by Consumer Reports, seven out of ten consumers believe that non-organic ingredients should not be permitted in organic products unless absolutely necessary. The USDA’s organic regulations do permit certain non-organic components, which include calcium citrate malate, vitamin D3 tablets, and other additives like gelatin, guar gum, and cornstarch, for which organic alternatives are not available, along with minerals, cultures, enzymes, and glycerin.
This concern is not exclusive to Horizon milk; Costco’s Kirkland brand organic milk also features an additive, refined fish oil, to enhance omega-3 levels. Both brands operate within legal guidelines. Moreover, Horizon’s omega-3 fortified milk remains popular, indicating that consumers may be open to milk supplemented with such ingredients, regardless of their origins. Last year, Horizon’s fortified milk comprised 14% of all organic milk sales in the United States, and the DHA-enriched variety costs approximately 30 cents more than the regular option. The inclusion of calcium citrate malate and vitamin D3 tablets in various products further illustrates the trend of fortifying foods to meet consumer demands.