New Non-UPF Verified food label doesn’t actually tell you much

If it’s not broken, don’t fix it, replicate it!

The Non-GMO Project is embracing this phrase to once again mislead consumers, promote false food narratives, and earn some money. It announced the launch of its newest label: Non-UPF Verified. This “helpful” label will let you know that a food product is free from ultra processed foods. Ostensibly, the marketing initiative claims this will aid shoppers to make healthier choices.

You’re probably already aware of Non-UPF’s older sibling: the Non-GMO Verified label. That’s the one with the annoying little orange Monarch butterfly that appears on a variety of food products, whether there is a GMO option or not. The Non-GMO Project previously told us this label could help consumers make smart choices in the grocery store.

And to support the importance of its label, The Non-GMO Project sold a constant narrative of lies about genetically modified crops. Meanwhile the nonprofit’s revenue continued to grow as more and more companies paid for the right to slap that butterfly on their packaging and seemingly passed that added cost onto shoppers. The Non-GMO Project and the companies in bed with it (like the Jeff Bezos-owned Whole Foods Market) ignored the extensive scientific body of evidence demonstrating the safety of biotechnology. Nor did it matter that this important technology has allowed farmers to grow crops more efficiently, with fewer pesticides and a smaller environmental footprint. That was never the point.

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