Hans Eisenbeis, director at the Non-GMO Project, emphasized the growing concern over ultra-processed foods (UPFs) and their impact on health and sustainability. “If we are not sustaining ourselves by optimizing our diets, we are not performing at our full capacity to tackle global challenges,” he said, grounding the conversation in personal and societal well-being.

UPFs, industrial formulations with additives and minimal resemblance to whole foods, now dominate U.S. diets, comprising roughly 50% of adult consumption and over two-thirds of children’s diets. They are linked to obesity, diabetes, heart disease, depression, dementia, and certain cancers, creating what Heisenberg described as a “virtual pandemic” of preventable, non-communicable health issues.

Despite high consumer awareness, three-quarters of U.S. shoppers recognize the term, and 72% are actively reducing UPFs confusion. Many misclassify common products like bread, yogurt, and cereal, underestimating the true prevalence in diets. Trust gaps exacerbate the problem: farmers, scientists, and independent certifications rank as the most credible sources, while brands and influencers lag significantly.

In response, the Non-GMO Project has launched a Non-UP Verified certification, informed by 16 pilot brands and modeled after their non-GMO framework. The program emphasizes ingredient integrity, processing limits, and whole-product evaluation, distinguishing minimal and moderate processing from the intensive methods that define UPFs. Early research suggests the certification resonates strongly with consumers, performing on par with organic and non-GMO labels.

Eisenbeis concluded: transparency, clear standards, and continuous improvement are essential to empower shoppers, reduce health risks, and guide the industry toward less processed, more nutritious products.