What’s in a Label

BY MICHELE JACOBSON

Before non-GMO labeling was commonplace, I had a run-in with a cookie company. This popular brand, which enjoyed an almost cult-like following, boldly made the following claim on their packaging: “These cookies have been tested and no GMOs were detected.” At the time I was working on raising public awareness for GMO labeling legislation and this statement had me seeing red. Exactly how were these cookies tested, and by whom? The back panel listed non-organic ingredients which I knew to be genetically engineered. I wrote the company a single email and they agreed to remove the bogus claim from their label. My colleagues and I were amazed and aghast; first, that it was so easy to influence the manufacturer and second, that they felt free to make this erroneous claim in the first place. Was there no oversight for false and misleading labeling?

The USDA and FDA are the two federal agencies that regulate such labeling. The USDA oversees meat, poultry and egg products, while the FDA monitors all other foods — including dairy, seafood, produce, dry goods and bottled water — accounting for approximately 80 percent of the U.S. food supply. The 1990 Nutrition Labeling and Education Act made it mandatory for manufacturers to abide by FDA labeling regulations. Serving sizes were standardized, as were terms like high-fiber and low-fat. In addition, terms such as healthy, natural and a good source of … now needed to abide by FDA guidelines. Buyers rely on this labeling to help them choose healthy products, yet the information can be confusing, and it is necessary to understand nutritional claims and their health ramifications. Make no mistake, food producers actively lead — or mislead — consumers with their labels.

The following are common terms to be aware — and wary — of:

NATURAL - The FDA and USDA state a product can be labeled natural if it doesn’t contain artificial ingredients or preservatives, and the ingredients are only minimally processed.

The label suggests that the food (or drink) is a healthy choice. However, this is often inaccurate; in fact, the word natural fails to control for any of the following: manufacturing methods, pesticide usage or technologies like irradiation. Ingredients may contain antibiotics, growth hormones and chemicals. According to the FDA natural does not describe any health or nutritional benefit, but most consumers perceive it differently. Seventy-three percent of shoppers seek out the natural label, thinking that it means organic, and the product is a healthy choice. One in five consumers are willing to pay more for it, believing it means more than it does. Despite the guidelines, there are no laws that monitor the word natural on a label.

It’s important to note that natural label guidelines are only applicable to food products. Herbal supplements and vitamins are not regulated by the FDA, nor has the agency defined the natural label regarding cosmetics or self-care products.

HEART HEALTHY - This label is used to indicate a food is heart-healthier than other products in its category. As per the FDA, a serving of the food should contain less than 6.5 grams of total fat, with no more than 1 gram of saturated fat and 20 milligrams of cholesterol. The kicker is the sodium content; the label allows for up to 480 mg., which is 20 percent of the recommended daily allowance. This is a high number for those trying to maintain healthy blood pressure, a key indicator of cardiovascular health. If you abide by the Heart Healthy label, be sure to also check the Nutritional Facts for sodium content. Seventy-three percent of shoppers seek out the natural label, thinking that it means organic, NO PROCESSED SUGAR/ NO ADDED SUGAR - This is surely a good thing, but health experts warn and the product is a that the main parameter to consider is total healthy choice. sugar content (i.e., carbohydrate content). Again, the information is rarely front and center, but can be found in the Nutritional Facts on the back of a package. One popular “healthy” juice brand prominently advertises no added sugar, but a single serving contains 63 grams of carbohydrates, 53 grams of which are sugar. This is 40 percent of the recommended daily allowance for carbohydrates in just one serving, with no substantial fiber to slow down the sugar rush into your body. A better bet for sustained energy is to simply eat a piece of fruit. CERTIFIED ORGANIC - Overseen by the NOP (National Organic Program) and USDA, this label indicates that at least 95 percent of ingredients in a product contain none of the following: synthetic growth hormones, antibiotics, pesticides, biotechnology, synthetic ingredients or anything irradiated. Certified 100% Organic has more stringent guidelines and requires all ingredients to be produced in accordance with USDA standards. It is the gold standard for a truly organic product. (It should be noted that non-GMO doesn’t need to be organic, but no GMOs are permitted in an organic product.) NON-GMO - Labeling of GMO or GE ingredients is not currently required in the U.S., as it is in the EU, Australia and numerous Asian countries. Consumers who seek to avoid GMOs are often guided by the independent Non-GMO Project Verified seal, but even this certification allows for 0.9 percent GMO contamination. In the U.S., over 90 percent of the top five crops — soybeans, corn, canola, cottonseed and sugar beets — are routinely genetically modified, making GMOs are pervasive in the food system.

The USDA refers to GM foods as bio-fortified or bioengineered, in accordance with their stated outlook that a plant is genetically modified to be more healthful. Come 2022, these altered ingredients will need to be identified on a label. The guidelines, however, will be far from stringent, and allow for up to 5 percent GMO contamination without labeling as such. In addition, companies that generate less than $2.5 million in sales will be exempt from complying with this labeling. It’s a late and modest start, but still a start.

EAT CLEAN - Currently a mega-trend; it is common to hear that someone has adopted a “clean diet,” with its connotation of a healthy lifestyle. There is no regulatory definition for clean labeling, though it is loosely defined as minimally processed food containing few ingredients. A clean label can be very deceiving though; for example, there is clean candy (yes, Virginia, there is such a thing) and clean sweeteners (one of these is stevia, which may be natural when unprocessed, but is usually combined with highly processed powders). Recently I spotted a clean protein drink that listed no less than ten ingredients, some of which were highly processed. These products don’t qualify as whole foods, which are your best option if you want to eat clean. Buyer beware.

GREEN MARKETING - Companies are riding the green wave, touting sustainable production methods, protection of natural resources and humane treatment of both workers and animals. In the food world this is a large umbrella, including environmentally friendly production, packaging and shipping methods. Organic produce may be healthier, but were the farming methods sustainable? Think: water and soil conservation. Did the product travel halfway around the world to get to your plate? Think: carbon footprint. It can be complicated, but many companies are trying to be mindful, in accordance with the trending concern for natural resources and support of local food systems while producing safe and healthful products.

The dark side of green marketing is green-washing, a phrase that refers to environmental claims that are dubious, at best. The Federal Trade Commission (FTC) serves to protect consumers by stopping deceptive or fraudulent practices in the marketplace, and routinely publish a Green Guide to help marketers avoid making misleading environmental claims. Labels such as eco-friendly, organic and natural can convey a false impression, and reliable certifications are rare.

The health and wellness industries were already thriving prior to our long stay at home. However, COVID-19 propelled many of us to practice self-care via healthy diet and wellness regimens. As we aimed for optimum health in daunting circumstances, labeling guided our decision making. Unless you are an educated consumer, it is easy to be persuaded that a product is healthful…even if it isn’t. Marketing information is advertising, and often is not substantially factual.

To know what you are truly getting, it’s always advisable to read the small print. Best to regard product labeling as a guideline rather than the gospel.

The Federal Trade Commission (FTC) serves to protect consumers by stopping deceptive or fraudulent practices in the marketplace, and routinely publish a Green Guide to help marketers avoid making misleading environmental claims.