In an earlier blog, we explored how to sus out hidden sugar on nutrition labels. But it’s not just the nutrition labels that we should be digging into deeper. Food marketing—the stuff on the front of a package that claims a food is healthy, humane, or sustainable, is also important to consider. In this blog, we’ll look at popular food labels, slogans, and images to determine what can be trusted—and what can’t.
THE GOOD
While plenty of companies try to circumvent regulations on food claims and content, there are several labels that can be trusted. These include:
USDA Certified Organic: The National Organic Program is a part of the USDA that certifies whether farms and business meet the national criteria for organic standards. This means that a food was produced without the use of most synthetic pesticides and fertilizers, antibiotics, genetic engineering, irradiation, or sewage sludge.
Non-GMO Project Verified: For those who are looking to avoid genetically modified foods, this label ensures that food producers trace, segregate, and regularly test ingredients that have a high likelihood of being genetically modified or exposed to genetically modified organisms.
Demeter Biodynamic: This third-party organization takes organic certification a step further by also setting standards for soil health, animal welfare, and biodiversity protection in the production of food.
Rainforest Alliance Certified: This certification ensures that food produced in the rainforest is environmentally sustainable and supports the conservation of biodiversity and natural resources, as well as farm management that positively impacts the livelihoods of farmers and the surrounding community.
Fair Trade Certified: This label indicates that one or more ingredients was produced and traded in a manner that “improves livelihoods, protects the environment, and builds resilient, transparent supply chains.”
Certified Animal Welfare Approved by AGW: A Greener World (AGW) sets the high standards of animal treatment that include humane breeding, pasture or range feeding, and humane transport and slaughter, all on independent farms.
Certified Humane: Using standards set by Humane Farm Animal Care, this label ensures that animals are allowed to behave naturally, aren’t fed animal by-products or given antibiotics or growth hormones, and are slaughtered humanely.
Salmon-Safe: This label recognizes farms and vineyards that produce foods that employ conservation practices that protect West Coast salmon habitats and watersheds. Products include produce, dairy, meat, grains, wine, beer, cider, and flowers.
Audubon Conservation Ranching Program: Set by the Audubon Society, the Conservation Ranching Program ensures that cattle is raised in a way that protects native grasslands, which is integral to bird and other wildlife populations.
MSC Blue Fish Label: The Marine Stewardship Council (MSC) grants this label to wild fisheries that apply and meet their standards of sustainability and chain of custody certification for seafood traceability. It ensures sustainable fish populations and minimal environmental impact.
Global Seafood Alliance BAP Certified: The BAP label, which stands for Best Aquaculture Practices, ensures that seafood was produced safely, responsibly, and ethically at hatcheries, farms, feed mills, and by processors. There are set standards for water quality, proper waste disposal, and marine habit protection; humane treatment of the animals; proper sanitation in handling and transport; and fair, safe, and clean working conditions.
American Grassfed: Managed by the American Grassfed Association, this label certifies that all ruminant meat animals, (including beef, bison, goat, lamb, sheep, as well as dairy cattle, poultry, and pastured pork), meet the standards of a 100% grass diet (with the exception of poultry and swine which require some grains) from weaning to harvest, that animals are raised on pasture without confinement, are never given antibiotics or hormones, and are born and raised on American family farms. It does not set standards for transport or slaughter, however.
THE MURKY
This next category covers labels and marketing that can either be backed up by certified labeling or may make misleading or unsubstantiated claims. When you see these claims, look for certifications or read nutrition labels to get the full picture.
“Raised Without Antibiotics,” “No Antibiotics,” or “Antibiotic-free”: Unfortunately, anyone raising animals for meat can make this claim on their packaging. To verify that these claims are in fact true, you’ll want to look for a USDA Process Verified Program shield, a USDA Organic label, or an American Grassfed label.
“Low Calorie” or “Calorie-free”: When something is labeled “calorie-free,” this regulated term means that it contains less than five calories. But the question to ask—and why it’s important to look at the food label—is how exactly something is “calorie-free” or “low calorie.” Watch out for deftly disused artificial sweeteners and sugar alcohols in these products.
“Fat-free” or “Sugar-free”: Although these labels do identify products as having less than a ½ gram of fat or sugar, it doesn’t necessarily mean they’re healthy. “Sugar-free” products can contain sugar alcohols or artificial sweeteners (which can lead to more sugar or food cravings), and “fat-free” can mean more salt or sugar to boost flavor. “Reduced” also means that a product has at least 25 percent less fat or sugar than its regular counterpart. “Low fat” products contain 3 grams of fat per serving.
“Zero Trans Fats” or “Trans Fat-free”: This one is tough due to a loophole that allows any product that contains less than a ½ gram of any hydrogenated oil per serving to be labeled this way. However, food manufacturers can reduce a serving size to meet this criterion. When you see this claim, be sure to read the nutrition label for anything “hydrogenated.” If it’s there, it means that the food isn’t really trans fat-free.
“Low Sodium,” “Reduced Sodium,” or “Sodium-free”: The USDA regulates these terms, with “low sodium” indicating 140 mg or less, “reduced sodium” as 25 percent less than its regular counterpart, and anything claiming to contain no sodium as have 5 mg or less.
“Gluten-free”: Although this label is regulated by the FDA and certifies that a product doesn’t contain any gluten-containing ingredients, it doesn’t automatically equal a health food (think potato chips, popcorn, tortilla chips, and ice cream). Often, gluten-free versions of products contain more fat, salt, or sugar to enhance taste or texture.
Wheat/Multigrain: Anything that contains wheat or multigrain can make this claim, but it doesn’t necessarily mean a product is made with whole grains. Ensure that a product making this claim has at least three to five grams of fiber per serving and that the first ingredient is preceded by the word “whole.” Products that are labeled 100% whole grain or 100% whole wheat don’t contain enriched flours in addition to wheat or multigrain.
“Dolphin-Safe”: Unlike the Salmon-Safe certification, the Dolphin-Safe label does not ensure sustainable fishing practices or zero by-catch. A product labeled Dolphin-Safe does mean that it wasn’t harvested in a way that is harmful to dolphins. However, it doesn’t guarantee that other marine animals (such as sea turtles) weren’t harmed in the process, or that the tuna was harvested sustainably.
“Wild-Caught”: Unfortunately, the term “wild-caught” isn’t regulated and can be slapped onto any seafood packaging. Look instead for the MSC Blue Fish Lavel or certifications from the Global Seafood Alliance or Wild American Shrimp.
“Free Range” or “Pastured”: Like “wild-caught,” these labels are murky and unregulated. Organic chickens are always free-range, but not all free-range chickens are organic. To ensure pastured eggs, look for the certified humane label which guarantees that each hen gets at least 6 hours of outdoor space and 2 square feet per bird. Also, these terms, while regulated for poultry, are not regulated for beef.
THE UGLY
We’d be here all day if we tried to account for all the green- and health-washing labels that food marketers put on products to lead us to believe we’re making healthful, environmentally friendly, and humane choices. Below is a small selection of common terms you’ll see on food packaging that you should dismiss outright.
“Cage-free”: Although this is a regulated term and does indicate that egg-laying hens are not kept in battery cages where they are unable to turn around or spread their wings, they may still be kept in crowded conditions with zero access to the outdoors. As “cage-free” farm conditions vary, instead choose eggs labeled pasture-raised that include the Certified Humane seal.
“Natural”: Because the FDA doesn’t regulate the use of this word on packaging, a “natural” label” is more or less meaningless. “Natural” foods can still include artificial dyes, chemical preservatives, or GMOs.
“Farm-Raised” Although “farm-raised” likely invokes an idyllic picture and happy animals, the FDA only defines farms for tax and compliance purposes—meaning “farms” can include large-scale factory farms or other inhumane conditions.
“Fresh”: Although “fresh” foods must always be raw, never heated, or frozen (with meat never stored below 26 degrees Fahrenheit), and can’t contain preservatives, they can still be treated with pesticides, washed in mild chlorine or acid, covered in wax or other approved coatings, and/or treated with a limited amount of radiation. Yikes!
“Superfood”: An unregulated marketing term that can essentially be applied to anything. Superfoods are not defined in any way so this label is meaningless and doesn’t guarantee a food to be more healthful or nutritious.
“Mom/Kid/Doctor/Dentist-Approved”: Beware this label slapped onto a product. Remember, there are no formal moms, kids, doctors, or dentists hired by the USDA or FDA to make such claims.
“Lightly Sweetened”: The FDA does not regulate this term, so it can be applied to food labels rather subjectively. Always read your nutrition labels to determine the amount of added sugar a product has, and remember that the American Heart Association recommends that men consume less than 36 grams, and women less than 25 grams, of added sugar per day.
“Made with sea salt”: A popular label that implies sea salt is healthier than regular table salt. It’s important to remember that both contain roughly the same amount of sodium. You should consume no more than 1,500 milligrams (or less than a ¾ teaspoon) of sodium per day.
While food marketing can be sneaky, understanding which labels to trust and which to be skeptical of can go a long way in helping you make better choices at the grocery store. If you need help making more healthful food choices or meeting your nutrition goals, please contact me. I can help you navigate the tricky world of food labeling with confidence!
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