Some argue that consumers purchasing milk rich in omega-3 fatty acids expect the nutrient to come from sustainable farming practices rather than from added ingredients. Research shows that milk from pasture-raised cows contains up to 60% more omega-3s than conventional milk. Horizon’s milk does include “DHA algal oil” in its ingredients list; however, it remains uncertain whether consumers would feel misled if they learned that this algal oil is not certified organic. Surveys conducted by Consumer Reports indicate that seven out of ten consumers believe that non-organic ingredients should not be permitted in organic foods unless they are absolutely necessary. According to the Post, USDA organic regulations permit several non-organic components, including agricultural products like gelatin, guar gum, and cornstarch, for which organic alternatives do not exist, as well as minerals, cultures, enzymes, and glycerin.
This concern is not limited to Horizon milk. Costco’s Kirkland brand organic milk also contains an additive to enhance its omega-3 content: refined fish oil. Both companies are operating within legal guidelines. Horizon’s omega-3 fortified milk has gained popularity, indicating that consumers may be open to milk supplemented with such ingredients, regardless of their origins. Last year, Horizon’s fortified milk constituted 14% of all organic milk sales in the United States, with the DHA-enriched version priced about 30 cents higher than the standard option.
If consumers are looking for the best liquid calcium citrate supplement, it’s important to consider these additives and how they fit into their overall dietary choices, especially when making decisions about products like organic milk. As awareness grows, it will be interesting to see how consumer preferences evolve regarding these types of fortified products.