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Writer's pictureAlessandra Aste-Herrera

Food & Beverage Certifications vs Marketing Claims

Updated: May 8

In the intricate landscape of food and beverage industry standards, understanding the intricacies behind product labels is crucial Labels like 'Organic' and 'Non-GMO' are more than marketing terms; they provide a glimpse into the product's journey and quality standards.




This guide delves into the various F&B labels, offering insights to help professionals navigate these certifications and make informed decisions for their businesses and clients.


Certification Labels

These labels indicate that the product has met certain standards established by an independent authority. They can tell you about the quality or characteristics of the product itself. 



What is Certified Organic?

These products have been produced using methods that integrate cultural, biological, and mechanical practices that foster the cycling of resources, promote ecological balance, and conserve biodiversity.


Amy's Kitchen is widely recognized for their organic and non-GMO soup.



What is Upcycled Certified?

These are products created from ingredients that otherwise might not have reached the consumer's plate. These are procured through verifiable supply chains, and carry a positive environmental footprint.


Here is a catalog of upcycled brands and products like, Seven Sundays, a cereal brand, and Harmless Harvest, a coconut water that can be found at Whole Foods and other locations. 



What is Regenerative Organic Certification (ROC)?

It is an advanced standard that exceeds typical organic requirements. It focuses on enhancing soil health, animal welfare, and farmworker rights. This certification, provided by the Regenerative Organic Alliance, promotes farming methods that not only avoid synthetic chemicals but also actively improve ecosystem health and support farming communities.


Alec’s Ice Cream uses cover crops and managed cow grazing to ensure that 98% of their ice cream ingredients are certified or verified regenerative.


Guayakí Yerba Mate focuses on supporting the regeneration of the priority ecosystems and communities from which they source their tea ingredients. 



What is Fair Trade Certified?

This label indicates that the product has been made according to rigorous social, environmental, and economic standards. The producers in the developing world involved in making these products are paid a fair wage and work in safe conditions.


Ben & Jerry's ice cream sources many of its ingredients, including cocoa, sugar, coffee, and vanilla, from Fair Trade Certified producers.



What is Non-GMO Verified?

Products with this label have been produced without genetically modified organisms. GMOs are organisms that have had their genetic makeup altered in a laboratory using genetic engineering.


Lesser Evil popcorn is a non-GMO snack product available in most health food stores.  



What is a Gluten-Free Certification?

This label certifies that a product is suitable for consumption by those with celiac disease or gluten sensitivity. The product does not contain wheat, rye, barley, or their crossbred hybrids like triticale.


Base Culture, known for their breads and baked goods, are certified gluten-free.



What is Rainforest Alliance Certified?

This certification indicates that a farm, forest, or tourism enterprise has been audited to meet standards that require environmental, social, and economic sustainability.


Yogi Tea sources its tea from Rainforest Alliance Certified farms.



What is Marine Stewardship Council (MSC) Certified?

This label identifies seafood products that come from and can be traced back to, a sustainable fishery.


Wild Planet offers a range of MSC-certified canned fish products.



What is Halal Certified?

This label indicates that the product meets Islamic dietary laws, as defined in the Koran. For a product to be Halal, it must meet several conditions, independently and as a whole.


Saffron Road offers a wide range of Halal Certified frozen meals.



What is Kosher Certified?

This label shows that the product meets Jewish dietary laws. These laws determine which foods are "fit or proper" for consumption.


  Manischewitz, a company well-known for its matzo and other Kosher foods, offers a wide range of Kosher Certified products.




Marketing & Claim Labels

These labels are marketing terms used by companies to position their products in a certain way within the market. 


While they can give you some idea about a product's attributes, they are not regulated in the same way as certifications, and their definitions can vary widely. 


These terms include:


Farm Fresh

Artisanal

Natural

Craft

Superfood

Locally Sourced

Gourmet

Premium

Authentic


Wrap up


 Neglecting to prioritize certifications can have several negative consequences for businesses in the food and beverage industry.


Firstly, it risks diminishing consumer trust.

Today's consumers are more informed and conscientious than ever before; they seek transparency and authenticity in their purchases. A lack of certification may lead consumers to question the quality and integrity of the product, potentially driving them towards competitors who offer certified assurances of sustainability, ethical production, and health safety.


Furthermore, overlooking certifications can result in missed opportunities for market differentiation and premium pricing strategies.


Products that carry reputable certifications often command higher prices in the market, reflecting the added value of ethical sourcing, environmental stewardship, and quality ingredients. Without these certifications, businesses may struggle to justify premium pricing, limiting profitability and market positioning.


Why certifications matter to consumers

For consumers, certifications serve as a beacon of trust and quality in a crowded marketplace. They provide a shorthand for understanding complex issues like sustainability, health, and ethics without requiring deep personal research. Certifications such as Organic, Non-GMO, Fair Trade, and Rainforest Alliance signal to consumers that the products they are purchasing align with their values regarding environmental protection, social responsibility, and health consciousness.


Certifications matter because they help consumers navigate choices in a way that aligns with their personal values and concerns. For instance, a consumer concerned about climate change may prioritize products with a Regenerative Organic Certification, knowing these choices support soil health, biodiversity, and carbon sequestration. Similarly, those with health or ethical dietary restrictions value Gluten-Free, Halal, or Kosher certifications as essential guides for safe consumption.


In conclusion...

For the food and beverage industry, the strategic importance of certifications extends beyond mere compliance to embody a commitment to quality, ethics, and sustainability. This commitment not only resonates with consumer values but also establishes a foundation for brand trust and loyalty.


Ignoring the significance of these certifications can lead to diminished consumer trust, reduced market competitiveness, and ultimately, a disconnection from the evolving values of the marketplace.


As the industry moves forward, the emphasis on certified products will likely continue to grow, propelled by consumer demand for transparency and sustainability.



How to find Organic Co-manufacturers or other Certified Partners? 

As we've explored the diverse world of F&B labels, the importance of choosing the right products becomes evident. Understanding these labels is just the first step; selecting the best options is crucial. 


We recommend food & beverage professionals use Pick Your Packer to assist professionals in navigating these choices, ensuring that you select products that not only meet industry standards but also align with your specific business needs. This free search engine simplifies the process of connecting with key contacts in the industry, providing direct access to essential information without the need for an account or any fees.


Learn more about Pick Your Packer here.

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