Consumer concern about food processing has surged in recent years, and shoppers are actively looking for trusted ways to identify less processed options. Our research shows:
- 72% of shoppers try to avoid ultraprocessed foods but struggle to identify them.
- 57% say the level of processing is their top purchase driver — surpassing organic and non-GMO.
- More than 60% are willing to pay more for a product with a trusted non-UPF certification.
Non-UPF Verified provides the clarity consumers want and the credibility brands need — positioning your products as genuinely "better for you" in 2026 and beyond.
The process is the same for brands with retail products as it is for suppliers of wholesale ingredients and inputs. Once you've decided to pursue verification, you can fill out this form and our team will be in touch. You can also reach out directly to one of our four independent Technical Administrators (TAs) to find the best fit for your needs.
Sign up for our webinar "Non-UPF Verified 101" to discover how verification can build trust with your customers, boost your brand’s credibility, and help your products stand out on the shelf.
Several factors influence the final cost of verification, including the number of products you submit, the complexity of your product’s formulation and the pricing structure of each Technical Administrator. Some TAs offer discounts when services are bundled.
All verified products include a $115 program fee paid to our organization for administrative services. Each TA sets their own fee for product evaluation. We encourage you to explore each TA’s pricing directly.
Today’s savvy shoppers are skeptical of self-made label claims — and for good reason. Even products made with 100% natural ingredients can be processed in ways that compromise their nutritional integrity. Marketing terms like “all natural” or “no artificial flavors” don’t tell the whole story about how a food was made.
88% of shoppers look for third-party, independent certifications with clear, evidence-based standards. Non-UPF Verified communicates your brand's commitment with a credibility that self-made claims simply can’t provide.
The Non-UPF Verified seal means the product is in compliance with the Non-UPF Verified Standard — a practical, evidence-based tool for distinguishing non-ultraprocessed foods in a marketplace increasingly dominated by industrial processes and formulations. Verified products have been independently evaluated against criteria covering ingredient integrity, processing limits and whole product formulation.
Not at all! The Non-UPF Verified program was designed with CPG companies in mind, so that minimally processed options can reach shoppers without sacrificing the convenience and accessibility that CPG products provide.
Processing is not the same as ultraprocessing. You can find more information in our Non-UPF Verified Brand Starter Guide.
Some states have passed legislation concerning food sold or served in schools. Due to the limitations of on-package product information, state-level criteria for defining UPFs are based solely on the presence or absence of certain ingredients, not the level of processing.
The Non-UPF Verified Standard takes a more comprehensive approach, evaluating products through two interrelated dimensions: Ingredient Integrity & Formulation, and Processing Limits. The Standard's Harmonized Prohibited Ingredient List (Annex B) was informed in part by state-level initiatives and has substantial overlap — though the Standard presents a different approach to sugar, fat and salt than current state legislation.
The federal government has begun work on a definition for ultraprocessed foods that would support research initiatives. There is no plan at present to implement federal labeling regulation of UPFs. As both state regulations and the federal definition continue to evolve, our experience working with the USDA to harmonize the Non-GMO Project Program with the National Bioengineered Food Disclosure Standard positions us well to represent the interests of the program and our partner brands.
Expanding the availability of less processed ingredients and inputs is one of the long-term goals of the Non-UPF Verified program. As the program grows, brands and products are listed on the Non-UPF Verified Brand and Product Directory.
The Non-UPF Verified program relies on documentation rather than testing to verify product compliance. This includes product and ingredient specification sheets, processing flowcharts and other legally binding materials. In some cases, producers may need to obtain supporting documentation from suppliers or signed affidavits attesting to sourcing or processing practices at specific points in the supply chain.
We encourage brand owners and product producers to maintain personal knowledge of the food they make and to keep supporting documentation readily available.
Evaluations are typically completed in a matter of weeks. Some TAs offer expedited services. The attributes of your product and your readiness to provide the required documentation may affect the timeline. We recommend reaching out to TAs directly for a more accurate estimate.
Once your product is Non-UPF Verified, you can begin using the trademark to build recognition. You will also receive a Certificate of Non-UPF Verification. By correctly displaying the trademark and sharing your verification on your website and marketing materials, you help build consumer trust and recognition for the growing community of Non-UPF Verified brands.
You can find more information in the Non-UPF Verified Brand Starter Guide and the Trademark Use Guide, as well as additional resources on our website.
As a mission-driven nonprofit organization, we rely on the program fees to advance the interconnected objectives our three initiatives:
- The Non-GMO Project works to preserve and build the non-GMO food supply, providing research and technical oversight to thousands of brands and retailers, and millions of shoppers and eaters.
- Non-UPF Verified is an emerging certification that helps shoppers identify less processed foods and helps brands and retailers build trust and transparency about how their products are made.
- The Food Integrity Collective envisions and co-creates a new paradigm of food integrity, ensuring that food truly nourishes all life.
Yes. Brands with Non-GMO Project Verified and/or Non-UPF Verified products are encouraged to collaborate with us on promotional efforts. Our Marketing & Communications team is available to review your marketing materials, help develop messaging, and identify opportunities to further leverage your verification. Contact marketing@nonultraprocessed.org to get started.
