In this Startup CPG Mini Episode, Daniel Scharff sits down with Hans Eisenbeis, Director of Mission and Messaging at Non-UPF Verified, for an update on one of the fastest-growing conversations in food and beverage: ultra-processed foods.

Since launching its certification program, Non-UPF Verified has seen growing interest from brands, retailers, and consumers looking for greater transparency around food processing. Following a major presence at Expo West, the organization continues to work with brands across the industry to evaluate ingredients, manufacturing methods, and processing techniques that contribute to ultra-processed foods.

Hans shares what has changed over the past year, why consumer awareness around UPFs continues to accelerate, and how brands are responding to increased scrutiny around ingredients and manufacturing practices.

The conversation also explores how Non-UPF Verified differs from other certification programs, why ingredient labels alone don't always tell the full story, and which product categories are experiencing the most pressure from consumers seeking simpler, less processed foods.

Listen in as they cover:

· The growth of the ultra-processed food conversation over the past year

· What brands and retailers are asking about UPFs

· Key takeaways from Expo West

· Why ingredient lists don't always tell the full processing story

· How Non-UPF Verified evaluates manufacturing methods

· The role of added sugar standards within certification

· Categories facing the most scrutiny from consumers

· The challenges facing plant-based and alternative protein products

· Why beverages and frozen foods are emerging focus areas

· How brands can prepare for increased consumer demand for transparency

· The future of Non-UPF certification and industry collaboration

As consumer awareness continues to grow, understanding processing levels and ingredient transparency is becoming increasingly important for brands across the food and beverage industry.

Episode Links:

Non-UPF Verified Website:
https://www.nonupfverified.org

Non-GMO Project:
https://www.nongmoproject.org

Hans Eisenbeis on LinkedIn:
https://www.linkedin.com/in/hanseisenbeis/

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Episode music by Super Fantastics