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.