From Transparency to Trust: The Value of Non-GMO Verification
- darren wong
- 5 days ago
- 5 min read
At Where Food Comes From, we’re passionate about food transparency and helping brands earn consumer trust through third-party verification. Non-GMO Project Verification is one of the fastest-growing certifications in the food space and for good reason. Below, our team answers some of the most common questions we hear about Non-GMO verification, why it matters, and how it impacts both producers and consumers.
What makes Non-GMO verification especially important for transparency in the food system?
Molly Reiff, Program Manager at WFCF:
Two Thirds (65%) of all shopper’s self-report that they are more likely to buy a product if it is certified USDA Organic or Non-GMO Project Verified when shopping for their families (Research Report from the Non-GMO Project, 2024). But not all shoppers know what to look for. The Non-GMO Project Verified butterfly logo makes it easy to see, at a glance, that a product has been through a rigorous third-party verification process.
While any company can make a “non-GMO” claim, only products with the logo have been benchmarked against the Non-GMO Project Standard, a strict and evolving set of criteria for high-risk inputs. When administered by an independent third party like Where Food Comes From, consumers can feel confident that their purchases align with their values of avoiding GMOs.
In your role, what excites you most about helping producers and brands go through the Non-GMO verification process?
Tara Koenig, Enrollment Specialist at WFCF:
For me, it’s the relationships. I get to connect with brands at all stages - from those just starting the process to those expanding into multiple certifications. Helping them understand the steps, costs, and timelines makes the journey less overwhelming, and it’s exciting to see the sense of accomplishment once they’ve achieved verification with WFCF.
Can you share an example of how verification has positively impacted a producer or brand you’ve worked with?
Tara Koenig, Enrollment Specialist at WFCF:
I’ve worked with multiple brands who wanted their practices to match the values their customers care about. After achieving Non-GMO Project Verification, they were able to highlight the seal on their packaging. This led to stronger buyer interest and better placement in retail stores. It’s rewarding to see how verification directly supports their growth.
What’s the biggest misconception consumers have about Non-GMO vs. Organic?
Vinod Nayagar, Executive Vice President of Growth Strategy at WFCF:
The biggest misconception is that Non-GMO automatically means Organic—or that it’s “better” in the same way. In reality, the two claims are very different:
Non-GMO Project Verification
Focuses only on genetic modification.
Means the product was made without GMOs.
Does not regulate pesticide use, synthetic fertilizers, animal welfare, or broader environmental practices.
Uses quantitative testing to measure potential GMO contamination.
Organic Certification
Prohibits GMOs but does not test for contamination (qualitative system).
Covers pesticide and fertilizer use, soil health, animal welfare, antibiotics, and sustainability practices.
Is a holistic production system, not a single-attribute claim.
In summary:
Non-GMO is about what a product isn’t (not genetically modified).
Organic is about what a product is (grown under a whole system of practices).
Many brands choose to carry both seals, since they complement each other: Organic covers farming methods and pesticide use, while Non-GMO covers GMO contamination through strict testing.
How do you see consumer demand for Non-GMO products shaping the market?
Kathryn Britton, Executive Vice President of Customer Experience at WFCF:
Consumers today are craving authentic eating experiences. They want to understand who, how, and where their food comes from so they can quickly and confidently identify products that align with their values and lifestyle. With every grocery dollar carrying more weight, certifications like the Non-GMO Project Verification help shoppers feel good about what they’re putting in their bodies every day.
This growing demand is reshaping the market, pushing brands and retailers to prioritize transparency, verification, and product differentiation in order to stay relevant and competitive.
What role does WFCF play in supporting brands, producers, and retailers who want to meet that demand?
Molly Reiff, Program Manager at WFCF:
Where Food Comes From has over 42 years of collective Non-GMO Project verification experience, so we are well-versed in all product category types and provide expert-level dedicated client support to help participants demonstrate compliance with the NGP Standard. We work with participants at the origin of the supply chain at the crop and livestock level, all the way to those producing highly sophisticated inputs used in supplements and functional foods. NGP verification helps products stand out by displaying the butterfly logo, which conveys value and rigor, and opens doors to greater market access both for those just starting out as well as those looking to expand.
Final Thoughts
Non-GMO Project Verification plays a critical role in food transparency, consumer trust, and market growth. At Where Food Comes From, we’re proud to help brands navigate this process so they can display the trusted butterfly logo and meet the values of today’s conscious consumers.
Interested in getting your brand verified? Contact us today to start your Non-GMO Project journey with Where Food Comes From.
Meet Our Experts
Meet Our Experts
Molly Reif
Program Manager, CPG
With a degree in Environmental Studies from the University of Iowa, where she focused on ecology, urban forestry, and permaculture, Molly Reiff has built her career around connecting people to the sources of their food. Since joining the food certification industry in 2013, she’s become a trusted leader in third-party verification and now heads WFCF’s Consumer Packaged Goods team, overseeing programs like Non-GMO Project verification.
Molly is passionate about empowering consumers to make informed choices about what’s on their plates. Whether she’s visiting a farmers’ market in a new city or experimenting in her kitchen with locally sourced ingredients, she brings that same curiosity and care to everything she does. When she’s not supporting brands in their certification journey, you’ll likely find her out in nature enjoying a good hike
Tara Koenig
Enrollment Specialist
Tara Koenig joined WFCF in 2015 and brings deep agricultural roots to her role as an Enrollment Specialist. Originally from Lemmon, South Dakota, she graduated from Bismarck State College and now lives on a cattle ranch with her husband, Reed, and their three kids.
Tara loves helping customers start their certification journey and takes pride in connecting with producers through shared experiences in agriculture. When she’s not working, you’ll find her behind the camera capturing life on the ranch or spending time with her family.
Kathryn Britton
Kathryn Britton is Executive Vice President of Client Experience at Where Food Comes From, bringing over a decade of experience in agriculture, food certification, and supply chain transparency. She specializes in helping producers and brands navigate complex certification processes to achieve sustainability, traceability, and market access goals. Passionate about fostering innovation and operational excellence, Kathryn supports clients across diverse sectors of the food system to build trust and transparency.
Vinodthan Nayagar
Vinodthan Nayagar is Executive Vice President of Growth Strategy at Where Food Comes From, Inc. With deep expertise in the Non-GMO and sustainability space, Vinodthan brings over a decade of experience in technical account management, certification consulting, and business strategy. He is known for his leadership in Non-GMO Project evaluation, key account growth, and driving sustainable supply chain solutions. Vinodthan holds an MBA focused on Sustainable Business and Business Process Improvement and is passionate about bridging transparency with market-driven innovation in the food system.