Holly Givens, public affairs advisor, Organic Trade Association, Greenfield, MA, adds: “Organic consumers, in general, are seeking products that fit in with their idea of healthful living, so organic shoppers pay close attention to the ingredients in the foods they purchase. It does not surprise me that organic cereal manufacturers and marketers would choose to stay away from ingredients that discerning consumers, especially parents, might reject.” In other words, overly sweet and colorful might turn Mom off, regardless if Junior finds the product appealing.
The raw material roster
“Our approach to producing a great-tasting, nutritious cereal with ample shelf life is to choose only the finest raw materials,” says Guru Hari Khalsa, director of research and development, Golden Temple of Oregon, LLC, Eugene, OR. “Through experience, we have learned how to combine different ingredients to produce the most-favorable cereal. We try not to disturb the inherent preservative properties of these natural ingredients and have been very successful at preventing our cereals from turning rancid once opened, without the addition of antioxidants or gas flushes.”
Jim Mitchell, director of innovations and development with Ciranda, says: “The nutrition profile of like conventional and organic cereals is comparable, as displayed on the Nutrition Facts. The difference is in the ‘unknowns,’ such as the presence of genetically modified grains or other ingredients, as well as the source of vitamins, minerals and other nutrients.
“Because organic processing commonly leaves materials in a less-refined state than conventional processing, the amount of residual natural nutrients can be much higher, reducing the need for fortification by nonorganic ingredients,” Mitchell adds. “An example is bleached flour. The bleaching process results in a whiter flour, but destroys vitamin E—a natural preservative—and other nutrients in the flour.”
Determining organic levels
Even though many organic cereal manufacturers choose not to add ingredients such as flavors, colors and antioxidants, such options are available.
“Because of inventive ingredient pioneers, today’s organic foods, including breakfast cereals, taste better, last longer, look more appealing and offer more value-added health benefits than ever before,” says Mark Crowell, principal culinologist, CuliNex, Bainbridge Island, WA. “And, even more than that, ingredient innovations, particularly innovations in minor ingredients such as flavors, colors and processing aids, have allowed cereal manufacturers to create more authentically organic products, bringing their products one step closer to 100% organic.”