A survey by the American Heart Association and the International Food Information Council Foundation found that 95% of shoppers are looking to make healthier choices at the grocery store. However, the same survey reported that only approximately 25% of these respondents say they can easily distinguish between what is healthy and what is not. Beyond knowing to look at the nutrition facts of a food product and evaluate the ingredients we know have impacts on our health, like saturated fat, cholesterol, and sugar, shoppers may be concerned to learn that there may be contaminants lurking in their food products that have similar, or worse, effects on health. It is increasingly and unfortunately common for toxins like heavy metals, pesticides, and plasticizers, to be found in our everyday food products by way of contamination. On top of that, consumers really have no way to know as these contaminants are technically ‘acceptable’ at certain levels and it is not required that this be reported on food labels . While these chemicals, industrial and environmental toxins are not intentionally added to the product, they find their way in through things like contaminated soil and water, certain agricultural methods and industry processes.
While the food product industry closely monitors pathogen and microbiological contamination, the same cannot always be said for these industrial and environmental contaminants and chemicals of concern, despite the fact that they pose a serious threat to human health on a global level. The World Health Organization states that common contaminants from industrial processes like dioxins and polychlorinated biphenyls (PCBs) can cause reproductive and developmental problems, damage the immune system, interfere with hormones and cause cancer. Heavy metals such as lead, cadmium and mercury which come into contact with foods by way of water, soil and air pollution also have serious effects including causing neurological and kidney damage.
Knowing these facts, it is no wonder why organizations like the Clean Label Project, based out of Colorado, USA, are advocating for more transparency from companies on this issue and helping bring awareness to it. The Clean Label Project tests consumer products like beverages, snack foods, baby food, sport supplements, personal care products and pet foods for these contaminants of concern with the intention of creating the consumer standard for food and consumer product quality and safety. If tested products meet the standards set out by the Clean Label Project then they are eligible for awards and certifications that can be used to market their products and educate consumers on this emerging standard of product safety, such as Clean Label Project certification.
At VIVEAU, we are proud to say that our products are Clean Label Project certified. As VIVEAU co-founder and CEO Ted Grant says, “We want to help our drinkers live their best life, and challenge the status quo of what’s currently available in the marketplace. VIVEAU is just fruit and water, and this Certification is another way we are committed to demonstrating our truth and transparency with everything we do”. This exciting step for our company is just one example of our ongoing pledge to meet your expectations of the companies you can trust.