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Special Diets

Gluten-Free Label Becomes Secondary to Other Benefits

By Greg Gonzales

Disco didn’t really go anywhere; it inspired new forms of music, and eventually gave rise to nu-disco, a genre that blends the classic style with electronic dance music and modern rock, satisfying a larger and more diverse crowd. The same could be said for gluten-free foods. Sales growth peaked a year ago, but producers continue to launch and expand gluten-free lines, innovating them with nutritious, better-tasting ingredients that help the products compete with their gluten-containing counterparts. Though gluten-free food sales are growing at a slower pace, the brands and their fans are here to stay.

Going gluten-free is not motivated by gluten intolerance or sensitivities for most people, but a third of American consumers still purchase gluten-free products. According to the Packaged Facts July/August 2016 National Consumer Survey, 30 percent of consumers who bought gluten-free foods said they bought them for reasons other than gluten-free certification. Twenty-nine percent of respondents said the products are “generally healthier,” while 20 percent said they use the products to manage weight. Of those surveyed, nine percent of consumers said they buy gluten-free products for a household member who has celiac disease, a condition that affects only one percent of the population.

“The bottom line is, people are looking at the back of the package and being critical of what they put in their mouths,” said Barry Novick, President of Kitchen Table Bakers. “If the consumer turns the package over and the information is not there, the consumer suffers.”
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Consumers seek out gluten-free, but want more than a gluten-free label. A 2013 New York Times poll found 75 percent of Americans were concerned about GMOs. A 2015 Gallup poll showed that 44 percent of Americans incorporate organic foods in their diet, too, and half of them avoid sugar. In addition, about 90 percent of those polled said they try to eat more fruits and vegetables. This lines up with Nielsen’s Global Health and Ingredient-Sentiment Survey, which found that 64 percent of respondents are avoiding or limiting consumption of specific foods or ingredients.

“Informed and savvy consumers are demanding more from the foods they eat, and some are prioritizing ingredients over brands,” said Andrew Mandzy, Director of Strategic Health and Wellness Insights at Nielsen, in the ingredient-sentiment survey report. “To many consumers, simple is beautiful, and foods with a short list of recognizable ingredients resonate strongly. Savvy manufacturers are responding to this trend by modifying product portfolios by simplifying food ingredient lists and creating natural and organic alternatives to existing offerings. Meanwhile, retailers are also prioritizing healthful foods and better-for-you brands in the center of the store, and emphasizing fresh and perishable foods around the perimeter in order to drive growth.”

Total sales for gluten-free foods this year are set to clock in at $1.328 billion, according to the Packaged Facts Gluten-Free Foods in the U.S. report. The report also said gluten-free food sales growth fell from 81 percent in 2013 and 30 percent in 2014 to 11 percent in 2015. By 2021, the report says, growth rates should end up at a steady five to six percent, with $2 billion in sales by 2020. “Sales do continue to grow, just at a slower pace,” said Mintel Senior Food and Drink Analyst Billy Roberts. “As manufacturers, large and small, enter the largely fragmented gluten-free marketplace, consumers gain an increased availability, quality and variety of options.”

Tillen Farms Rebrands Entire Product Line

Tillen Farms, the brand behind the leading range of Northwest grown vegetables and cherries, has a whole new look. Tillen Farms® has rebranded the vegetables to showcase their uniform quality while simplifying key selling points. In addition, the entire line of pickled vegetables is now non-GMO certified.

The new look will make its official debut at the Winter Fancy Food Show. It is the first major label redesign since Tim Metzger purchased the brand more than 14 years ago.

Tillen FarmsThe rebranding includes new, clear labels that showcase the products’ uniform quality and list on the front of the jar pertinent attributes such as vegan, gluten free, kosher certified and low sodium. The new non-GMO-certified seal is front and center. The lids now boast “Northwest Fresh,” and the blue lids and blue scalloped banding will make the product instantly recognizable on shelf. The new tagline for Tillen Farms pickled vegetables is “We’ve got nothing to hide.”

“Perfectly picked, perfectly presented, that is what we are all about,” says Tim Metzger, Owner of Tillen Farms. “This is a revolutionary change for us.”
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Before, the labels partially obscured the contents and did not include the product attributes in front. “The idea is to appeal to a new generation of specialty food consumers who are looking for those key call outs on the front panel,” Metzger says.

In addition, the company is launching a new trade theme line, “Every great meal begins and ends with Tillen Farms.” The line includes eight crispy vegetables to liven up cocktails and appetizer time, and three cherries to add a sweet touch to cocktails and spark up dessert. Tillen Farms’ award-winning Bada Bings®, Merry Maraschinos and Rainier Reserve are hand-packed and sourced from the Pacific Northwest. The cherries are all pitted, with stems on and are made with no artificial flavors, colors, preservatives or corn syrup.

Tillen Farm products are available in all 50 states at select supermarket chains, liquor supercenters, specialty food and natural food stores, and online at Tillenfarms.com and Amazon.

New Program Will Ease Farmers’ Transition to Organic Certification

The Organic Trade Association (OTA) announced a new partnership with the U.S. Department of Agriculture to help guide farmers transitioning into certified organic agricultural production.

Using standards developed by OTA, the National Certified Transitional Program (NCTP) will provide oversight to approved Accredited Organic Certifying Agents offering transitional certification to producers. This will help ease the transition process to organic, allow farmers to sell their products as certified transitional at a premium price and help encourage more organic production.

This announcement is an important step in helping to expand certified organic acreage in the United States. OTA designed the certified transitional program to create a consistent mechanism for certifying agencies to document operations’ adherence to organic regulations on land in transition to organic status. The new program provides certification and oversight to producers who are in transition to organic. It does not provide standards or criteria for labeling products certified under the program.

“The transitional certification program developed by OTA reflects perspectives from across the supply chain, and will provide an on-ramp to producers while safeguarding organic as the gold standard of food label claims,” said Nate Lewis, Farm Policy Director for OTA.

“USDA is excited to work with the Organic Trade Association on the National Certified Transitional Program, providing producers with a consistent transitional standard to market their products,” said USDA’s Agricultural Marketing Service Administrator Elanor Starmer. “This program will help those transitioning to organic agriculture, encourage domestic production of organic products, and ultimately support the continued growth of organic agriculture in the United States.”

In a “Notice to the Trade” published by USDA, the department said the new program “will facilitate the investment in transitional agriculture through a consistent set of rules.”

Farmers must undergo a rigorous and sometimes challenging transition period of 36 months before they can gain organic certification and market their products as certified organic. This newly created program at USDA will harmonize existing transitional certification programs currently operated by Accredited Certifying Agents and provide a mechanism for additional certifiers to offer this service to new clients. The program is recognized by the USDA Quality Systems Assessment Program, housed within the Agricultural Marketing Service branch. USDA will accredit organic certification agencies that comply with the National Certified Transitional Program criteria, enabling those agencies to conduct certification of producers operating in accordance with the OTA-developed standards.
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Demand for organic products has continued to grow by double digits every year, far exceeding the domestic supply of organic ingredients. OTA has been engaged in multiple efforts to boost the growth of domestic organic acreage and sees a harmonized transitional certification program overseen by USDA as a critical piece of this complicated puzzle.

OTA submitted an application to USDA in May 2016–after over a year of work on behalf of its members through a Transitional task force–to create the transitional certification program, thereby building the foundation for a potential market for transitional products. A transitional product market can offer premiums to farmers in transition and assist in the financial barriers that transition poses.

The oversight provided by USDA to certifying agents offering transitional certification to producers will consist of certifier audits and a uniform transitional production standard for both crop and livestock producers. Farmers will need to prove their land has been free of prohibited substances (synthetic pesticides and fertilizers) for a minimum of 12 months and must follow all other organic production standards to achieve transitional certification, including crop rotation, the fostering and conserving of biodiversity, and the avoidance of the use of genetic engineering. Once eligible for organic certification, land can only enter into the transitional certification program one more time. This provision, unique to the standards developed by OTA, will ensure that transitional certification acts as an effective on-ramp to organic production rather than a mechanism to create an “organic-light” marketing term.

The new program does not include certification of products labeled as “transitional” in the marketplace and is limited only to producers working towards their own organic certification. OTA anticipates working with certifiers, food manufacturers, and retailers to develop appropriate market-driven guidelines for proper use of the term “transitional” on consumer packaged goods.

To streamline roll-out of this new program, USDA will accept applications for the first round from Accredited Certifying Agents through February 28 to gain oversight for the transitional program, and on-site reviews of these certifying agents will occur at their next organic accreditation audit. Further applications will be accepted on an ongoing basis.

This program dovetails with USDA’s announcement in December of last year that it would expand the reach of the National Organic Certification Cost Share Program to include transitional certification fees. USDA’s recent initiatives will bring more opportunity to farmers and handlers across the country, and they represent additional elements of solid federal support for the growth of the organic sector.