Some believe that consumers purchasing milk enriched with omega-3 fatty acids expect the nutrient to originate from good farming practices rather than from added ingredients. Research indicates that milk from grazing cows can contain up to 60% more omega-3 than conventional milk. Horizon’s milk does include “DHA algal oil” in its list of ingredients, but it remains uncertain whether consumers would feel misled if they learned that the algal oil is not subject to organic certification. According to Consumer Reports, around 70% of consumers believe that non-organic ingredients should not be permitted in organic products unless they are absolutely necessary. The USDA organic regulations permit certain non-organic ingredients, such as agricultural products like gelatin, guar gum, and cornstarch, for which organic alternatives do not exist, as well as minerals, cultures, enzymes, and glycerin.
This issue extends beyond Horizon milk; for example, Costco’s Kirkland brand organic milk also incorporates an additive to enhance omega-3 levels: refined fish oil. Both brands are currently complying with legal standards. Moreover, Horizon’s omega-3 fortified milk is well-received, indicating that consumers may be open to milk supplemented with such ingredients, regardless of their origins. Horizon’s fortified milk constituted 14% of all organic milk sold in the United States last year, and the DHA-enriched version retails for approximately 30 cents more than the standard variety.
In addition, some consumers are turning to alternatives such as powdered calcium citrate as a means to boost their nutrient intake independently of milk products. The presence of such additives raises questions about transparency and consumer expectations regarding the sources of nutrients in organic products. The ongoing popularity of Horizon’s fortified milk suggests that many consumers may prioritize nutrient content over the specific sourcing of those nutrients. Ultimately, the discussion surrounding the use of additives like powdered calcium citrate in organic products continues, reflecting a broader conversation about organic integrity and consumer awareness.