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In a move aimed at improving public health and food quality, the Non-GMO Project has launched a new Non-UPF Verified certification.

This initiative, developed under the newly formed Food Integrity Collective, seeks to combat the growing prevalence of ultra-processed foods (UPFs) in the global food supply, which currently constitute over 50% of calories consumed in Western diets.

Megan Westgate, founder and CEO of the Non-GMO Project, said: "The Standard American Diet has become one of the leading risk factors for death worldwide, yet navigating today's food landscape can feel like an impossible task".

"This isn't by accident," she continued. "When tobacco companies acquired major food manufacturers in the 1980s, they deliberately applied their expertise in addiction science to food engineering. The result was a new generation of ultra-processed foods designed with the same precision as cigarettes to trigger cravings and override our body's natural satiety signals."

The initiative is a response to consumer demand for healthier options. Recent research conducted by the Non-GMO Project indicates that 85% of shoppers wish to avoid UPFs, yet many feel overwhelmed by the task of identifying these products in the marketplace.

Westgate noted that: "Even the most informed consumers struggle to identify ultra-processed foods consistently," underscoring the need for clear industry standards.

The Non-UPF Verified programme aims to complement the existing Butterfly seal, which signifies non-GMO products. By establishing rigorous criteria for minimally processed foods, the programme encourages manufacturers to prioritise human and environmental health.

The certification will be guided by the 8-Petal Framework for Food Integrity, developed in collaboration with industry experts.

Set to begin its pilot phase in spring 2025, the Non-UPF Verified programme invites consumer-packaged food companies and manufacturers to participate. This initiative represents a crucial step in transforming the food industry by promoting transparency and integrity.

The Food Integrity Collective, which spearheads this initiative, brings together key stakeholders from the natural products sector to advocate for systemic change in food production.

Through its framework, the Collective aims to reshape the marketplace to better align with consumer health and sustainability goals.

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