Non-Ultra Processed Foods (Non-UPF): What the New Verification Means for Brands and How Where Food Comes From Can Help
- kwestberg2
- 7 days ago
- 3 min read
Updated: 4 days ago
Helping Brands Build Trust in a New Era of Food Transparency
At Where Food Comes From, we know that today’s consumers are paying closer attention than ever to how their food is made. They’re not just looking at ingredient lists; they want to understand the processing behind the products they buy.
"Seven out of the 10 US shoppers say they are trying to avoid ultra processed foods" - Read the Research Report
As awareness of ultra-processed foods grows, brands and retailers need credible ways to demonstrate simpler ingredient profiles and limited processing. That’s where Non-Ultra Processed Foods Verified (Non-UPF) comes in and WFCF is proud to serve as a trusted Technical Administrator for this important new certification.
What Are Non-Ultra Processed Foods (Non-UPF)?
Non-UPF foods are products made with recognizable, food-based ingredients and minimal industrial processing, aligning closely with whole and minimally processed food categories.
Fruits, vegetables, whole grains, legumes, nuts, and seeds
Minimally processed dairy and other whole-ingredient foods
Products prepared using traditional processing methods with few added industrial inputs
By defining this category, Non-UPF provides consistency and clarity for consumers and brands alike, helping distinguish truly minimally processed foods from ultra-processed products.
Introducing Non-UPF Verified
Non-UPF Verified is a third-party certification program developed by the Non-GMO Project to recognize products that meet defined standards for ingredient integrity and limited processing.
As a Technical Administrator, WFCF supports the program by:
Conducting independent verification audits
Reviewing ingredients and processing methods
Ensuring products meet Non-UPF standards
Helping brands confidently display the Non-UPF Verified mark
This independent verification gives consumers confidence that a product’s claims about limited processing and simple ingredients are credible and validated.
One Audit, Multiple Verified Claims
At WFCF, we know that managing multiple certifications can be complex and time-consuming. That’s why we offer a coordinated verification approach:
Brands can bundle Non-UPF Verified with other WFCF programs, including:
Non-GMO Project Verified
Organic Certification
Upcycled Certification
Animal welfare, sourcing, and transparency claims
This one audit, multiple claims model streamlines verification, reduces operational complexity, and ensures consistency across certifications so brands can maintain credibility without adding unnecessary workload.
“Verification shouldn’t add unnecessary complexity for brands. With Non-UPF Verified, we’re helping companies validate limited-processing claims while streamlining audits by bundling them with existing programs. It’s a smarter, more efficient approach to verified transparency.”
- Kathryn Britton, EVP of Customer Experience at WFCF
Non-UPF Verification Matters
Consumers increasingly want proof, not just promises. When a product carries the Non-UPF Verified mark, it signals that:
Ingredients meet defined standards for quality and simplicity
Processing methods are independently reviewed
Industrial additives and ultra-refined substances are restricted or prohibited
In a crowded marketplace, third-party verification helps brands stand out and demonstrates a commitment to transparency and integrity.
How WFCF Supports Brands in the Non-UPF Space
As a Technical Administrator, WFCF brings decades of experience in independent verification, food traceability, and audit management. We help brands:
Validate Non-UPF claims with credibility
Integrate Non-UPF verification into existing certification programs
Communicate verified claims effectively to retailers and consumers
With WFCF, brands don’t just verify claims they streamline the process, strengthen trust, and make verified transparency a reality.
“As conversations around ultra-processed foods continue to grow, the industry needs clear, credible standards. Non-UPF Verified provides a practical framework for evaluating ingredients and processing, and Where Food Comes From is excited to help brands bring these verified claims to market with confidence.”
- Molly Reiff, CPG Manager at WFCF
If your products reflect simpler ingredients and limited processing, Non-UPF Verified may be the next step in your certification strategy.