California Bets On A Non-Ultra-Processed Food Label. Will It Work?
California just passed legislation to identify non-ultra-processed foods getty California is poised to become the first state with a government-backed label identifying foods that are not ultra-processed. The premise behind Californias AB 2244 is straightforward: Make complicated food information easier to understand, and consumers may make healthier choices. The new voluntary “Non-Ultraprocessed Certified” seal will identify qualifying foods, while large grocery retailers will be required to make certified products easier for shoppers to find. But Californias experiment raises a bigger question as public health officials call for government intervention targeting ultra-processed foods (UPFs): If the objective is healthier consumers, how should we determine whether the policy actually works? Sales of certified products would be one measure. Consumer recognition of the seal would be another. But neither shows us whether Californians ultimately eat better or become healthier. Three tests may tell us considerably more. Test No. 1: Who Responds To The Label? Nutrition labels can influence food choices. But consumers dont respond to them equally. Discover more FINANCE Financial Compare Exchange Rates Research conducted by the Natural Marketing Institute and included in our Georgetown University study All Indulgent Products Are Not Created Equal found a striking difference. Among the most health-oriented consumers (the “Well Beings”), 84% selected foods based on the Nutrition Facts panel. Among









