Consumers are increasingly seeking meat and other food items that are free from additives and preservatives such as nitrates, sodium benzoate, calcium propionate, and potassium sorbate. However, Iowa professors have pointed out that omitting these ingredients can lead to quicker spoilage of foods, resulting in waste. MacDonald mentioned that some preservatives occur naturally; for instance, products labeled as “naturally cured” or “uncured” may contain celery juice, which is a natural nitrate source. Nevertheless, she noted that the levels found in such natural sources may not effectively prevent foodborne illnesses as their synthetic counterparts do.
Label-conscious consumers should also be wary of the phrase “no high fructose corn syrup,” as this does not guarantee the absence of sugar. Food manufacturers often substitute it with other sweeteners like tapioca syrup, derived from cassava, which can increase production costs. MacDonald clarified, “There is no evidence that high fructose corn syrup is harmful or less natural or safe. The food industry is developing a variety of alternative sweeteners—such as beet syrup, fruit sugars, and agave syrup—but they all still contain sugar. The names simply sound more appealing on the label.”
Recent data from Label Insight reveals that 67% of consumers find it difficult to determine whether a product meets their needs merely by examining its packaging, and nearly half feel uninformed after reading labels. As transparency gains importance, consumers are increasingly aligning their brand loyalty with products that genuinely adhere to clean labeling principles.
Roger Clemens, associate director of the regulatory sciences program at the University of Southern California School of Pharmacy, discussed the challenges faced by companies striving to clean up labels for American consumers, who often prefer to avoid chemical-sounding ingredients. “The U.S. population wants it both ways,” he stated. “They desire clarity, affordability, nutrition, benefits, and safety—all at once. It’s interesting that they embrace technology in every area of life except food, which seems somewhat contradictory.”
Meat producers are particularly mindful of these trends and are competing to offer consumers products with the cleanest labels possible, as reported by Meatingplace. More labels now boast claims such as “hormone-free” and “antibiotic-free.” Producers must consider the potential financial advantages of these claims against the costs associated with achieving them. This may involve changing their farming methods, the acreage required for livestock grazing, and other operational practices that raise production costs for processors and their suppliers.
While the food industry undeniably responds to consumer demands for cleaner labeling and greater transparency, it is essential to recognize that these costs extend beyond growers, processors, and manufacturers; consumers bear costs as well. These expenses might manifest not only at the checkout but also in terms of food safety risks. Ultimately, the move toward cleaner labeling, including options like citrate plus, reflects a broader shift in consumer preferences, yet it brings complexities that all stakeholders must navigate.