Organic, Non-GMO, Clean Label and Fairtrade certifications along with various marketing claims all provide consumer’s insight about unique ingredients and details of how products were made. All in an effort to increase consumer appeal, product quality, intent to purchase, and secure price premiums.

But how do you know that you can actually trust a claim? As we always say, marketing departments do an effective job at selling comfort and security. We wanted to know what’s behind a label claim.

In #4 episode, we talk with Joe Dickson, co-founder and head of quality standards and policies of Merryfield, a rewards app that incentives consumers to buy clean products every time they shop. Joe has over twenty years of experience in standards development and policy, including serving as the director of standards for Whole Foods Market, and serving on the Non-GMO Project board and National Organic Standards Board. 

Listen to the episode to learn more about the psychology behind label claims, why they are so effective, and the label claims you should and should not trust when shopping for yourself and your family.  

In this episode:

2 comments on “The truth behind food & consumer product label claims

  1. I am learning about your project on NECN today.
    I would like to offer my insights.

    1. Thank you for your interest – Please send us an email to

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