Inside the Non-UPF Verified Standard: A Conversation on Food Processing, Transparency, and Trust

Consumers are paying closer attention to how their food is made. Beyond ingredients lists, shoppers want clarity around processing, how foods are formulated, what happens at the manufacturing level, and whether products still resemble their original form. 

At Where Food Comes From (WFCF), we work closely with brands navigating this new era of food transparency, helping them verify claims with credibility and confidence. With the launch of the Non-UPF Verified® certification, brands now have a third-party verified way to clearly demonstrate when products reflect simpler ingredients and limited processing. 

To better understand what this new standard means and how it’s designed to work in practice, we went straight to the source. 

We sat down with Karoline Schaufler, Marketing and Mission Education Manager for the Non-UPF Verified program, to talk about the Non-UPF Verified Standard: how non-ultra processed foods are defined, what the verification evaluates, and how brands can use this certification alongside existing claims to tell a clearer, more complete story on shelf. 

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What Are Non-Ultra Processed Foods? Defining Non-UPF 

Before we get into the details, how does the Non-UPF Verified team define “non-ultra processed food”? 

At the Non-UPF Verified program, we define non-ultra processed foods as products made primarily from minimally or moderately processed ingredients, using processing methods that maintain the fundamental characteristics of the food. These foods avoid high-impact chemical and structural modifications and exclude ingredients that are designed primarily to imitate, intensify, or replace the qualities of whole foods. 

This definition recognizes that some processing is necessary for safety and accessibility but draws a clear line between everyday food preparation and industrial techniques that fundamentally alter a food structure or composition. 

Processing vs. Ingredients: Clearing Up Common Consumer Confusion 

Consumers often hear the term “ultra-processed,” but understanding how ingredients and processing methods work together isn’t always straightforward. 

One thing we hear a lot is confusion around processing versus ingredients. How does the Non-UPF Verified Standard address both? 

The Non-UPF Verified Standard is designed specifically to address confusion by evaluating both what ingredients are used and how they are processed. 

The verification process looks beyond simple prohibitions to evaluate how processing is applied to ingredients as well as the finished product – ensuring the bulk of processing falls within minimal or moderate levels, things like peeling, washing, milling, baking, pasteurization and other ways of preparing food that maintain the fundamental characteristics of the food. 

The Standard considers both ingredient integrity and processing limits as essential dimensions of ultra processing. Annex A, “Classification of Food Processing Methods,” and Annex B, “Harmonized Prohibited Ingredients List,” clearly define the ingredients and processes that are considered in the verification process. 

Inside the Non-UPF Verified Standard: Core Criteria Explained

Most foods undergo some level of processing  but not all processing is created equal. The Non-UPF Verified Standard was designed to bring clarity without oversimplifying how food is made. 

Can you walk us through the core criteria of the Non-UPF Standard, without getting too technical? 

At its core, the Standard evaluates three main areas: limitations on ingredients used in a product, types of processing applied to those ingredients, and levels of added sugar. 

If you think about processes like washing, cutting and packing, you’ll realize that almost all commercial foods undergo some kind of processing. The Standard uses a processing classification system that is designed to account for the minimal processing that helps make food accessible and safe while requiring that products be composed primarily of minimally or moderately processed ingredients and free from high-impact chemical and structural modifications. 

The Standard also includes clear ingredient exclusions. The prohibited list combines the knowledge of industry quality standards, government regulations, and the food system expertise of the Non-UPF Verified team. 

Assessment of ingredient integrity also includes a prohibition on non-nutritive sweeteners and category-specific limits on refined added sugar. Limits vary by product category and are informed by the product identity and consumer expectations for certain types of products. For example, the amount of added sugar allowed in candy and chocolate is higher than what is allowed in bread or soup. 

Why Third-Party Verification Matters for Non-UPF Claims 

A standard is only as strong as the verification behind it, especially when consumers are looking for trustworthy guidance in an increasingly crowded claims landscape. 

The Standard is one thing, but verification is another. Why was third-party verification such an important part of this program? 

Third-party verification ensures products are evaluated without bias and with the highest degree of industry expertise across standards, food science and sourcing. 

Other attempts to define and identify ultra processed foods rely entirely on what can be seen on a product label. That limitation leaves a blind spot around processing that occurs at the ingredient level or during formulation and manufacturing. 

Working with a third-party Technical Administrator means that brands can confidently provide access to a deeper layer of information such as ingredient specifications, manufacturing methods and formulation data – to qualified experts under strict confidentiality. Together, we can activate a program that evaluates based on how foods are made, not just what is declared on the label. 

 

Which Brands Are Best Positioned for Non-UPF Verification? 

As interest in non-ultra processed foods grows, the opportunity for verification extends across the grocery store. 

From your perspective, what kinds of brands or products are best positioned for Non-UPF verification right now? 

Non-UPF Verified aims to support opportunities to identify non-ultra processed foods in every aisle of the grocery store. Brands willing to commit to providing non-ultra processed foods – or to reformulate thoughtfully where needed – are well positioned to join the program. 

We expect dairy, snacks, and beverages to be particularly well positioned categories for verification. They’re also areas of the grocery store where consumers are already looking for less processed options for their favorite foods. 

The Role of Technical Administrators in Food Verification 

As a Technical Administrator, Where Food Comes From plays a critical role in helping brands navigate verification efficiently while maintaining rigor and consistency. 

As a Technical Administrator, our role is to help brands navigate verification efficiently. Why was it important that the Non-UPF Verified program works with experienced technical administrators? 

Technical Administrators are truly industry experts. We rely on their expertise to provide unbiased product evaluation and to share clear and supportive guidance with brands from enrolling products all the way through verification and annual renewal. 

We also rely on third-party Technical Administrators to provide thoughtful evaluations at scale. Their role is essential to ensuring the program remains rigorous, consistent, and scalable, helping shape the rollout of a certification rooted in innovation and aligned with evolving consumer demand. 

Bundling Non-GMO and Non-UPF: A More Complete Transparency Story 

Many brands entering the Non-UPF Verified program are already familiar with third-party verification through Non-GMO Project Verified. 

Many brands we work with are already Non-GMO Project Verified. How does bundling Non-GMO verification with the Non-UPF Verified Standard benefit brands, and why do these two claims resonate so strongly with today’s consumers? 

Consumers trust clear, third-party labels. Nearly 70% want clearer labeling for ultra processed foods or third-party verification, and two-thirds say a Non-UPF Verified mark would make them more likely to purchase a product. 

For consumers that already shop for the Non-GMO Project Butterfly, Non-UPF Verified brings integrity full circle, connecting how ingredients are grown with how foods are formulated and processed. Together, Non-GMO and Non-UPF verification offer a more complete picture of food integrity, meeting today’s demand for transparency from farm to finished product. 

The Future of Food Transparency and Non-Ultra Processed Standards 

As consumer expectations continue to evolve, food standards must grow alongside them. 

Where do you see the Non-UPF Verified Standard heading as consumer expectations around processing continue to evolve? 

Recent consumer research reveals that most shoppers are trying to avoid ultra processed foods but struggle to identify them. Demand for food made with integrity is becoming mainstream. 

As we’ve seen with non-GMO, the industry grows as consumers gain clearer tools to shop according to their values. As understanding of ultra processing increases, so does the importance of credible, transparent standards. Like Non-GMO Project Verified, the Non-UPF Standard is designed to evolve through transparent updates – reflecting new research, manufacturing practices, and consumer expectations – while maintaining its core integrity. 

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What Non-UPF Verified Means for Brands and How Where Food Comes From Helps 

The launch of Non-UPF Verified reflects a broader shift in how consumers think about food. Shoppers aren’t just asking what’s in their food, they want to understand how it’s made. 

As a Technical Administrator for the Non-UPF Verified program, Where Food Comes From helps brands evaluate ingredient integrity, processing methods, and formulations through a rigorous, confidential third-party verification process. Our role is to make verification efficient, consistent, and scalable while preserving the integrity of the standard. 

For brands already Non-GMO Project Verified, bundling Non-UPF verification creates a stronger, more complete transparency story. Through a coordinated audit approach, brands can streamline verification while supporting multiple trusted claims that today’s consumers actively seek out. 

As expectations around ultra-processed foods continue to rise, verified standards will play an increasingly important role in building trust on the shelf. Non-UPF Verified is a meaningful step forward and Where Food Comes From is proud to help bring this new standard to life.