A conversation with Kiira Heymann, Director of Strategic Partnerships at the Non-GMO Project and the Food Integrity Collective. After the success of the Non-GMO Project in the U.S., which is now featured on almost 63,000 products, the team is launching the Non-Ultra-Processed Food verification. In this conversation, we discuss why—why introduce another label? And why is it so important for the food sector to focus on increasing consumers’ capacity to demand more from their food system, rather than just adding another label?

This isn’t just another label—it’s a carefully considered intervention designed to reconnect people with their food in profound ways. When 70% of American store shelves hold ultra-processed products engineered with ingredients banned in other countries, the stakes couldn’t be higher. What makes this effort particularly fascinating is how it challenges the very foundation of food certification itself. Rather than creating another “shortcut to trust”, the team is exploring how to eliminate the need for certifications entirely by rebuilding true transparency in our food system. Their research shows 81% of North Americans are concerned about questionable ingredients in their food, yet only 17% feel knowledgeable about the topic—a gap this initiative aims to close.

Beyond ingredients, this movement addresses the cognitive impact of ultra-processed foods. Studies show these products can significantly impair brain function in as little as 30 days, creating a troubling cycle where the very foods engineered to be addictive are simultaneously diminishing our capacity to make better choices. By helping consumers understand and avoid ultra-processed foods, the certification offers a pathway toward better physical and mental wellbeing.

Currently in its pilot phase with 20 pioneering brands, the non-UPFs verification program aims to launch products by fall 2025. The certification represents more than just another shopping guide—it’s an invitation to experience the profound difference real food makes in how we feel, think, and connect with our world.

WHAT IS THE NON-GMO PROJECT?

The Non-GMO Project is a nonprofit organization focused on consumer education and product verification to ensure transparency around genetically modified organisms (GMOs) in food. Founded in 2007, it provides a label to help consumers make informed choices.

“The Non-GMO Project focuses on consumer activation to drive food systems change… We started back in 2007, focusing solely on the single issue of GMOs… providing choice for eaters who want to know what’s in their food system.” Kiira Heymann

THE NON-ULTRA-PROCESSED FOOD VERIFICATION

The Non-GMO Project is expanding to address ultra-processed foods (UPFs) due to their link to preventable diet-related diseases. The goal is to empower consumers to trust and choose healthier, minimally processed options.

“Diet-related disease is the number one cause of death worldwide. That’s preventable… The highest outcome for us of launching another certification is to increase the capacity of eaters to want something more from their food system.” Kiira Heymann

WHAT WOULD CERTIFICATION 2.0 LOOK LIKE?

Certification 2.0 aims to move beyond labels as mere “shortcuts to trust” and instead drive systemic change. It envisions certifications that address interconnected issues like nutrient density, biodiversity, and transparency.

“We talk about certifications being a shortcut to trust… What does true trust and transparency look like? How do we evolve certifications to change the industrial food system?” Kiira Heymann

WHAT IS THE FOOD INTEGRITY COALITION?

The Food Integrity Coalition, part of the Non-GMO Project, unites brands and thought leaders to reimagine food certifications. It promotes a holistic framework covering processing, additives, nutrient density, and regenerative practices.

“The Food Integrity Collective gathers thought leaders to discuss evolving the capacity of the food system… We built an eight-pedal framework that looks at issue areas from minimal processing to biodiversity.” Kiira Heymann

OTHER POINTS DISCUSSED

Koen and Kiira also talked about:

• Why are they looking beyond certification which are short cuts to create trust
• Consumer desire for simpler food
• Ultra-processed foods affect cognitive function and can be chemically addictive
• Processing isn’t inherently bad—fermentation and other methods can unlock nutrients

LINKS:

• Non-GMO Project
• Food Integrity Collective
• The Precautionary Principle (with Application to the Genetic Modification of Organisms) – Nassim Nicholas Taleb, Rupert Read, Raphael Douady, Joseph Norman, Yaneer Bar-Yam
• Nutrient Density Alliance
• The Dorito Effect book

LINKED INTERVIEWS:

• Dan Barber – AI-Powered natural breeding: The End of GMOs, Gene Editing, and CRISPR?
• Lauren Tucker – The regenerative business studio ReNourish seems to be working but what is success?
• Tina Owens – Only 1% of nutrition data is tracked on food labels and that means lots of opportunities for companies

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The above references an opinion and is for information and educational purposes only. It is not intended to be investment advice. Seek a duly licensed professional for investment advice.