Jason White has resigned as director of fermentation for Noma. He will be CEO and co-founder of a yet-to-be-announced biotechnology company in the United States. White tells The Fermentation Association that he will share details of his new project in the coming weeks.

Regarded as one of the best restaurants in the world, Noma earned their third Michelin star last year.

This summer, Noma owner Rene Redzepi announced that 2023 – the 20th anniversary of Noma – will be “our final year with Noma as we know it.” 

“We have a plan, and I can’t wait to share more with you later this year, but for now, know that big changes are happening,” Redzepi wrote on Instagram, adding it’s “our biggest transformation so far…We’ve been laying some new foundational stones so we can continue to grow as an organization for the next 20 years.”

The staff had planned to take off this fall to travel to an undisclosed (but rumored to be in  Mérida, Mexico) international location to learn some new cooking techniques and open a pop-up restaurant. But both the travel and pop-up have been postponed until spring 2023 due to ongoing travel restrictions related to the Covid-19 pandemic. 

Last year Noma launched Noma Projects, a direct-to-consumer product line aimed at generating more revenue for the restaurant. In June, Bloomberg reported the restaurant was unprofitable in 2021 –  the first time in four years – losing 1.69 million krone (~$225,000) after recording a small profit the prior year. Noma also  received 10.9 million krone (~$1.45 million) from the Danish government in Covid-19 relief.

Noma’s previous head of the fermentation lab, David Zilber, also left the restaurant for a job in the biotech industry. He is a food scientist at Chr. Hansen.

White, who spoke at the 2nd international Food Innovation Conference this summer (produced by the Gottlieb Duttweiler Institute (GDI)), said fermentation is motivating scientists to listen to gastronomers.

“There’s going to be a huge exchange in this two-way road that we’re living in. Innovation in flavor coming from gastronomy and innovation coming from a high-level biotechnology, they are going to be harmonious,” White said. “We’re going to be able to create this infrastructure and community of people who have the same goal, and the same goal is going to be the wellness of our planet.”

If you still think of hot dogs and deep dish pizza as the icons of Chicago’s culinary scene, you need to think again. The so-called “Capital of the Midwest” is a hub of innovation in the food industry. Chicago has the largest food and beverage production in the U.S., with an annual output of $9.4 billion Startup companies in the region raised $723 million in venture capital last year. 

“Chicago is one of the most diverse cities for eating,” says Anna Desai, Chicago-based influencer of ‘Would You Like Something to Eat’ on Instagram. ”Our culinary scene is constantly elevating and evolving. We are always just a neighborhood or tollway away from experiencing a new culture and cuisine. I’m most excited when I find an under-the-radar spot or discover a maker who can pair flavors and ingredients that get you curious and wanting more.”

Desai wanted to celebrate and champion the Asian American and Pacific Islanders (AAPI) community in the Chicago food and beverage scene. She says “food has long served as a cultural crossroad” and Chicago’s multicultural cuisine exemplifies that sentiment. 

Chicago is home to some of the most creative minds in fermentation, from celebrity chefs, zero waste ventures, alternative protein corporations, the world’s largest commercial kefir producer and plenty of regional and artisanal producers lacto-fermenting vegetables, brewing kombucha and experimenting with microbes in food and drink.

“Chicago is a great food city in its own right, so naturally there is a ton of talent in the fermentation space,” says Sam Smithson, chef and culinary director of CultureBox, a Chicago fermentation subscription box. “The pandemic’s effect on restaurants has also spawned a new wave of fermenters (ourselves included) that are looking for a path outside the grueling and uncertain restaurant structure to display our creative efforts. This new wave is undoubtedly community-motivated and concerned more with mutual aid than competition. There is a general feeling that we are all working towards the same goal so cooperation and collaboration is soaring and we are seeing incredible food come from that.”

Flavor is King

Flavor development is still the prime motivation for chefs to experiment with fermentation. A good example is at Heritage Restaurant and Caviar Bar in Chicago’s Humboldt Park neighborhood. 

“Fermentation has been a cornerstone of the restaurant since its inception,” says Tiffany Meikle, co-owner of Heritage with her husband, Guy. “With the diverse cuisines we pull from, both from Eastern and Central Europe and East Asia, we researched fermentation methodologies and histories, and started to ‘connect the dots’ of each culture’s fermentation and pickling backgrounds.”

Menus have included sourdough dark Russian rye bread, toasted caraway sauerkraut, kimchi made from apples, Korean pears and beets and a kimchi using pickled ramps (wild onions). Heritage has also expanded their fermentation program to the bar, where they’ve created homemade kombucha, roasted pineapple tepache, sweet pickled fruits for cocktail garnishes, and kimchi-infused bloody mary mix. 

“It’s fascinating to me that there are so many ingredients you can use in a fermented product,” says Claire Ridge, co-founder of Luna Bay Booch, a Chicago-based alcoholic kombucha producer. “People are really experimenting with interesting ingredients in kombucha…I have seen brewers do some of the wildest recipes and some recipes that are very basic.”

Innovating Food

Chicago-based Lifeway Kefir is indicative of the innovation taking place in the city. Last year the company expanded into a new space: oat-based fermentation, launching a dairy-free, cultured oat milk with live and active probiotics.

“We’ve spent so many years laying the groundwork in fermented dairy,” says Julie Smolyansky, CEO. “Now we’re experimenting and expanding to see what’s over the next horizon, though we’ll always have kefir as our first love.”

Chicago is home for two inventive fermented alternative protein startups: Nature’s Fynd and Hyfé Foods. Both companies were born out of the desire to create alt foods without damaging the environmental. 

“Conscious consumerism is a trend that’s driving many people to try alternative proteins, and it’s not hard to understand why,” says Debbie Yaver, chief scientific officer at Nature’s Fynd. The company uses fermentation technology to grow Fy, a nutritional fungi protein. “Fungi as a source of protein offer a shortcut through the food chain because they don’t require the acres of land or water needed to support plant growth or animal grazing, making fungi-based protein more efficient to produce than other options.”

Alternative foods outlasting the typical trend cycle is a challenge for companies like Nature’s Fynd. When grown at scale, Fy uses 99% less land, 99% less water and emits 94% fewer greenhouse gasses than raising beef. But, to make an impact, “we need more than just vegans and vegetarians to make changes in their diets,” Yaver adds.

Waste Not

Numerous companies are using fermentation as a means to eliminate waste. Hyfé Foods, another player in the alternative protein space, repurposes sugar water from food production to create a low-carb, protein-rich flour. Fermentation turns a waste product into mycelium flour, mycelium being the root network – or hyphae (hence the company name) — of mushrooms. 

“[We’re] diverting input to the landfill and reducing greenhouse gas emissions at scale,” says Michelle Ruiz, founder. “Hyfé operates at the intersection of climate and health, enabling regional production of low cost, alternative protein that reduces carbon emissions and is decoupled from agriculture.”

Symmetry Wood is another Chicago upcycler. They convert SCOBY from kombucha into a material, Pyrus, that resembles exotic wood. Founder Gabe Tavas says Pyrus has been used to produce guitar picks, jewelry and veneers. Symmetry uses the discarded SCOBY from local kombucha brand Kombuchade.

Many area restaurants and culinary brands also use  fermentation to preserve food for the long Chicago winters, when local produce isn’t available. Pop-up restaurant Andare, for example, incorporates fermentation into classic Italian dishes. 

“Finding ways to utilize what would otherwise be waste products inspired our initial dive into fermentation. The goal is not just to use what’s leftover, but to make it into something delicious and unique,” says Mo Scariano, Andare’s CEO. “One of our first dishes employing koji fermentation was a summer squash stuffed cappellacci served with a butter sauce made from carrot juice fermented with arborio rice koji. Living in a place with a short grow season, preservation through fermentation allowed us access throughout the year to ingredients we only have fresh for a few weeks during the summer.”

Industry Challenges

Despite growing interest and increasing sales, fermenters face some significant hurdles.

Smithson at CultureBox says he sees that consumers are open to unorthodox, less traditional ferments. Though favorites like kombucha and sauerkraut dominate the market, “their share is being encroached on by increasingly more varied and niche ferments.” But getting these products to market can be a challenge. Small-scale, culinary producers are challenged by the regulatory hoops they need to jump through to legally sell ferments – especially unusual ones a food inspector doesn’t recognize. 

“The added layer of city regulations on top of state requirements, sluggish health department responses, and inflexible policy chill the potential of small producers,” Smithson says. But he highlights the recently-passed Home-to-Market Act of Illinois as positive legislation helping startup fermenters.

Consumer awareness and education are also vital. “Many longstanding and harmful misconceptions on the safety and value of fermented products still exist,” Smithson says.

Matt Lancor, founder and CEO of Kombuchade makes consumer education a core part of marketing, to align kombucha as a recovery drink.

“Most mainstream kombuchas are marketed towards the yoga/crystal/candle crowd, and I saw a major opportunity to create and market a product for the mainstream athletic community,” he says. “We’re on a mission to educate athletes and the general public about these newly discovered organs [the gut] – our second brain – and fuel the next generation of American athletes with thirst quenching, probiotic rich beverages.”

Product packaging provides much of a consumer’s education. Jack Joseph, founder and CEO of Komunity Kombucha, says simplicity is key. 

“People are more conscious of their health now, more than ever before,” he says. “So now it comes down to the education of the product and creating something that is transparent and easy for the consumer to digest.”

Sebastian Vargo of Chicago-based Vargo Brother Ferments agrees. 

“Oftentimes food is considered ‘safe’ due to lack of microbes and how sterile it is,” he says. “Fermentation eschews the traditional sense of what makes food ‘safe’. We need to create a set standardized guide for fermented food to follow, and change our view of living foods in general. One of the brightest spots to me is the fact that fermentation is really hitting its stride and finding its place in the modern world, and I don’t see it going anywhere but up in the near future.”

Brewing Boom in Chicago

Dubbed the craft beer capital of America, Chicago has a brewery scene that is innovative and diverse. Numerous breweries have opened over the last decade, with now about 160 breweries across the city and surrounding suburbs. Ferment Magazine says Chicago’s craft brew industry is “one of the most expressive and most exciting experiences anywhere in the world, let alone in the U.S.”

“We have a very strong culinary scene in Chicago and a lot of consumers that have an open mind. There’s a lot we could throw at the market and people are very accepting of the different brewing styles, both old world and new world,” says Tyler Davis, founder and director of fermentation at Duneyrr Artisan Fermenta Project. “Of all the [different beer styles] we could produce, there are brewers in Chicagoland that specialize in that.”

Chicago’s Brewers

Duneyrr (pictured) focuses on co-fermentation. Using craft beer as a base, Davis makes fermented drinks with ingredients from wine, cider and mead.

“It all came from me reaching the end of my creativity in a brewery. I got tired of creating the same format,” says Davis, who worked in Chicago as head brewer at Lagunitas  and at Revolution Brewing. He began experimenting with co-fermentation and found “how you ferment wine is shockingly similar to beer. There are nuances of both, but I enjoy blurring the lines.” 

The Nordic-inspired drinks he produces include his favorite, Freya Franc,(a sour hybrid with passion fruit and Sauvignon Blanc grape must. Duneyrr also has a Moderne Dune line, a sister brand that specializes in modern ingredients and techniques. 

Davis studied at the Chicago-based Siebel Institute of Technology, the oldest brewing school in the U.S. and alma mater to many area brewers. One alum is Dave Bleitner, who founded Off Color Brewing with his Siebel classmate, John Laffler. The two focus on funky fermentation.

“Even with our first flagship gose, Troublesome, we have always been fermentation-focused. Even when we are dumping in a bunch of rooibos tea and pumpkin pie spices into a beer, we believe beer needs a proper fermentation to work,” Bleitner says. “Maximizing flavor from yeast is always going to result in a superior beer. But beyond our focus on fermentation, we are not afraid to dump a bunch of rooibos tea and pumpkin pie spices into a beer. So the dual concepts of focusing on the basics of fermentation while teetering on the border of innovative and insane is something no one else should or can replicate.”

When Off Color launched in 2013, Bleitner and Laffler didn’t want to go the mainstream craft beer route. “We had some crazy idea that craft beer consumers wanted variety from their beer,” Bleitner said. They didn’t follow the usual craft beer formula of launching with an IPA. They started with lesser-known styles like gose and kottbusser. He notes “we really hit our stride with Apex Predator Farmhouse Ale.” 

At 15 years old, Half Acre Beer is one of Chicago’s pioneers of the craft beer scene. The brewery is the third-largest independent brewer in Illinois and now distributes their beer all over the country. They run a brewery and taproom in Chicago. Their best seller is Daisy Cutter pale ale, but they also sell seasonal and monthly varieties.

“These days we’re kind of the older, bigger brewery among the smaller, newer breweries. We focus on hop-forward and traditional beers,” said Gabriel Magliaro, president of Half Acre. He echoed the sentiment expressed by Duneyyr and Off Color – Chicago brewers are a supportive community. “Today I think we can call Chicago a beer town and, no matter how you choose to define that, we show up well.” 

The Next Beer Buzz

Craft beer brewers see increasing competition from the better-for-you, healthier fermented drinks, like kombucha, seltzer and low- or non-alcoholic beverages. 

Duneyrr is starting to specialize in lower-alcohol fermented brews. Off Color, too, has added a lower-alcohol beer, a 2.5% ABV Belgian-style they call Beer for Lightweights. 

Lagers are making a comeback as well. “A lot of old world brewing styles, there’s become a renaissance,” Davis says. He sees “candy beers” – filled with artificial flavors – going away. Bleitner, too, is not a fan  – he calls hard seltzers “fermented pixie sticks”. But he’s found that consumers like flavor in their brews. When sales of Off Color’s Troublesome gose began to decline, adding lime juice revived the drink. They called it Beer for Tacos and “it took off almost immediately.” 

In an era fraught with pandemic shutdowns, retail inflation and supply chain issues, brewers foresee challenges ahead.

“Obviously the pandemic has been a factor, one that is still playing out,” Magliaro says. “The on-premise was rocked and I don’t think anyone knows how that will look in five years.”

Climate change is affecting grain crops, “things we knew to be stable are now being highly influenced by the weather patterns,” Davis says. The hot weather is changing the nutrient level of grains, leading to grains higher in protein. “It’s pretty scary,” he says.

But beer will always find a way to thrive.

“We make something embedded in human culture,” Magliaro says. “Beer is a gathering liquid that has place almost anywhere for almost any occasion with so much heritage to its being.  The industry, consumer landscape and world can do what it needs, but beer will live on.”

Washington Brewers Sue Oregon

Three Washington breweries are suing the state of Oregon, arguing a law puts out-of-state brewers at an unfair disadvantage. 

Oregon allows in-state brewers to sell their beer to licensed retail businesses. Out-of-state breweries that want to do the same must obtain a federal wholesaler’s permit, then use a licensed Oregon distributor. It’s expensive, especially for small- and mid-sized breweries.

Fortside Brewing Co. co-founder Michael DiFabio (pictured on the left with co-founder Mark Doleski) went through the arduous process four years ago, and founded a separate Oregon company (Fortis) just to distribute beer in the state. The process of getting their Washington beer to Oregon customers costs their brewery thousands of dollars a year. Fortside is one of the breweries involved in the lawsuit.

A Seattle Times article points out there is precedent for the case. A 2005 U.S. Supreme Court ruling “established the principle that states could not favor their own alcohol beverage industries.” 

The breweries involved – which also include Mirage and Garden Path Fermentation – want Oregon to treat out-of-state breweries the same as they do for in-state ones. Oregon brewers submit a statement each month detailing how much beer they sold. The state calculates the tax due and the breweries pay, with no additional permits or distributor fees.

“We’re just trying to level the playing field,” DiFabio says.

Read more (Seattle Times)

‘Ferming’ the Future of Food

The New York Times latest food article deep-dives into the precision fermentation that produces alternative foods, biotechnology that could turn the agriculture industry “from farming to ‘ferming.’”

The American food system is unsustainable, according to the article, with factories and feedlots producing one-third of the world’s greenhouse gas emissions. But scientists have an answer for producing protein-rich, sustainable, cheap food: precision fermentation. Using this biotech method, components of animal products (such as beef or eggs) are isolated, and then their cells are multiplied in large vats. But scaling is proving problematic. 

“Precision fermentation is the most important environmental technology humanity has ever developed,” says George Monbiot, an ecologist and journalist. “We would be idiots to turn our back on it.”

Startups are lacking infrastructure and even knowledgeable employees “in a food industry trained to support animal farming.” Dr. Liz Specht, vice president of science and technology at the Good Food Institute, says we’re living in a “critical moment for governments to invest,” similar to what’s been done in the renewable energy sector in recent years. Regulations and intellectual property are also concerns.

Read more (The New York Times)

A professor of food science at Cornell University has launched a unique food product: a hard seltzer made from yogurt byproduct. 

The seltzer, Norwhey, started as part of an academic research project by food scientist Sam Alcaine, who works in the Fermentation Lab at Cornell’s College of Agriculture and Science. It all began in 2016 when the New York Department of Environmental Conservation asked Cornell to solve a problem. The state, the largest producer of yogurt in the country, was concerned with the large amount of waste (whey) being thrown away. For every one cup of yogurt made, three cups of byproduct are produced. 

That amounts to a huge amount of waste, with up to a billion pounds of whey produced each year just in the state of New York, Alcaine told Good Beer Hunting. The article notes that Greek yogurt producer Chobani alone generates 50 truckloads of whey per day.

“There is a lot of lactose floating out there, and I wanted to find out how we could ferment that in new and novel ways,” Alcaine said.

Historically, whey has been considered worthless since it contains no protein. But It does still have the vitamins found in milk — calcium, potassium, zinc, magnesium and vitamin B5— which spurred Alcaine to research how why could be made into something of value.

“In the brewing world, we’ve always looked for developing better-for-you products,” said Alcaine, who co-founded Denver’s Doc Luces Brewery and worked in new product development at Miller Brewing Company. “It’s been kind of a hard space to play in, with alcohol. So this is an opportunity. We just have to make it taste good.”

“There are actually some old stories around that, in Iceland, they would take the whey from skyr [a cultured dairy product similar to curd cheese] and they would put it into these barrels,” Alcaine said in a Cornell press release on Norwhey. “It would age and it would become alcohol. But it hadn’t been done in my lifetime.”

Norwhey is made by adding the enzyme lactase to whey, which breaks lactose into glucose and galactose. These sugars are then fermented traditionally.

Alcaine partnered with Trystan Sandvoss, founder of First Light Creamery and then Marketing Director at Old Chatham Creamery, to create Norwhey. The pair entered a food and agriculture competition, Grow-NY, in 2020, and made it to the final round. That same year, they secured $50,000 in funding from the FuzeHub Commercialization Competition, and used the prize money to test batches and can and label products at New York-based Meier’s Creek Brewing. 

Norwhey was first available at retail in April at New York-based Wegmans grocery stores. The hard seltzer is currently offered inthree flavors: Glacial Ginger, Solar Citrus and Mountain Berry, all with an ABV of 4%. There are plans to open a taproom and to experiment with new flavors this summer.

Cornell notes Norwhey is a “triple threat.” The alcoholic drink has a better nutritional profile than beer, it recycles waste material and “it could eventually act as a model for dairy farmers looking for additional revenue.”

For his part, Alcaine says he does not want to quit his day job and become a business owner. He wants to remain a professor and a researcher. But he’s hoping people will copy his idea, building “a whey-based economy in New York” and a more sustainable yogurt industry globally.

Naked Wine

Olfactory properties are central to the wine drinking experience. But a chemical reaction known as light strike can ruin the rich aroma. When wine is exposed to ultraviolet or high frequency visible light, its smell can resemble marmalade. Sauerkraut or even wet dog. 

This is why wine is stored and aged in dark bottles – the color glass is crucial to producing a great wine.

“Every technician knows about it,” says Fulvio Mattivi, a food chemist at the Edmund Mach Foundation in Italy. “But then the final decision as to what goes on the market is up to the head of marketing.”

Mattivi and collaborators recently published a paper in the Proceedings of the National Academy of Sciences detailing how bottle color affects light strike in wine on grocery store shelves.

Clear bottles made of a refractive material called flint glass are often used to sell white wine and rosé, to show off the fermented beverage’s color. The new research shows that just a week on supermarket shelves in clear bottles can produce smelly compounds. “With exposure, you can have a very bad wine,” Mattivi said. This chemical origin of light strike, including the speed and conditions, has been unknown until Mattivi’s study. In his team’s research, more than 1,000 wine bottles in different grocery store conditions were studied.

Despite consumer preferences for clear bottles, Mattivi gives a hard “no.” He compares it to the folk tale, “The Emperor’s New Clothes.” In the Hans Christian Andersen story, the emperor is conned by swindlers into believing the new clothes they bring him are beautiful – but, in reality, there are no clothes and the emperor is naked. 

Mattivi said: “Wine in clear bottles is naked.”

Read more (New York Times)

 Scamming Restaurants

A new scam is threatening restaurants’ reputations: leaving one-star reviews.

In recent days, small, large and even Michelin-starred restaurants across the U.S. have received a barrage of poor reviews on Google. These have no descriptions nor photos, simply the infamous one-star rankings. And, as restaurants try to recover from the coronavirus pandemic,  owners report that, days later, they receive an email from someone claiming they posted the review and, if the restaurant wants it removed, they must pay up. If they don’t, the bad reviews will increase.

“You’re just kind of defenseless,” said Julianna Yang, the general manager of Sons & Daughters in San Francisco, who has taken on much of her restaurant’s response to the messages. “It seems like we’re just sitting ducks, and it’s out of luck that these reviews might stop.”

Law enforcement is encouraging restaurant owners to contact Google, and to report these cybercrimes to their local police department, the F.B.I. and the Federal Trade Commission. Removing the reviews – and tracking down the anonymous posters – is an almost hopeless task. Google has an automated system to monitor reviews for abuses. But it’s challenging for restaurants to reach someone at Google, with many reviews never being removed.

“We don’t have a lot of money to fund this kind of crazy thing from happening to us,” said an owner of Sochi Saigonese Kitchen in Chicago. Her one-star reviews were removed after customers came to her defense on social media.

“This is another nightmare for us to handle,” said William Talbot, manager at EL Ideas Restaurant in Chicago. “I’m losing my mind. I don’t know how to get us out of this.”

Read more (The New York Times)

What exactly constitutes a health claim on a food label? It’s a contentious topic that can be a source of problems and expenses for the unwitting producer. 

“We want to communicate accurately and effectively to consumers in a way that’s truthful and not misleading. There needs to be a body of evidence that supports health claims,” said Josephine Wee, PhD, an assistant professor of food science at Penn State (and member of TFA’s Science Advisors). “The bottom line: health claims are complicated.”

Wee unpacked what is and isn’t a health claim during the FERMENTATION 2021 conference. Similar topics into the regulation of fermented foods will be addressed at TFA’s August conference, FERMENTATION 2022.

Wee questioned: does the fermentation community require health claims on certain fermented foods? Today, terms like gut health, probiotics and improved immunity dominate the language of  fermented foods. But words and definitions matter, Wee stressed.

Defining Health Claims

When putting health claims on a food label, website or marketing material, information must be truthful and transparent. Remember:

 –         The FDA has approved only 12 health claims. In the U.S., food labels can legally only include  health claims that meet FDA requirements. There must be “significant scientific agreement among qualified experts that these claims are factual and truthful,” Wee said. FDA approval is based on the amount of publicly available, scientific evidence from reputable studies.

–         A health claim is not a nutrient claim. Food producers cannot link the effect of a nutrient or food to a disease or health condition (other than in the rare case that there is supporting scientific evidence). Nutrient claims are defined by the FDA to “describe the level of a nutrient in the product, using terms such as free, high, and low, or they compare the level of a nutrient in a food to that of another food, using terms such as more, reduced, and lite.”

–         A health benefit cannot be used interchangeably with a health claim. A health claim must pass a two-part test: first, contain the characterization of the type of food/food component and, second, state its relationship to a disease. For example: “A good source of calcium and vitamin D. Reduces risk of osteoporosis.”

“The reason for these standards is that it provides a high level of confidence to validate the substance and disease relationship,” Wee said.

What is Not a Health Claim?

Wee said producers must be careful not to mislead consumers with an inaccurate health claim. 

She shared the International Scientific Association for Probiotics and Prebiotics (ISAPP) consensus statement on fermented foods. In it, the authors write: “Although consumers have become increasingly interested in fermented foods, it is unfortunate that, in our opinion, much information available on fermented foods in popular press magazines, websites and social media is exaggerated or inaccurate.”

Here are four health-related claims that are not health claims. 

1.      Description of well-being from consumption of a food. These claims do not mention a disease or disease-related condition. For example, “Multivitamins contribute to general good health.”

2.      Structure-function claims. A structure-function claim describes the role of an ingredient in affecting or maintaining normal structure or function in humans. “There is this presence of this food and food ingredient, but it doesn’t really talk about disease,” Wee explained. For example, “Calcium builds strong bones.”

3.      Dietary guidance. A dietary label addresses the role of good health in general dietary patterns. For example, “Five servings of fruits and vegetables a day are recommended for good health.”

4.      Nutrient content claim. These characterize the level of nutrients in food. For example, “Good source of fiber.”

“These four health-related claims are sometimes mistaken for health claims,” Wee said, “but they’re actually not health claims by the definition of regulatory agencies such as the FDA.”

 Where Can Producers Get Into Trouble?

Securing FDA approval for a new health claim can be arduous. Under the Nutrition Labeling Education Act of 1990 (NLEA), a company can petition the FDA to consider a new health claim. But the process is typically lengthy (240-540 days) and costly.

Often, it is a competitor that challenges a producer’s health claim.In 2010, Dannon was ordered to pay $45 million in a class-action lawsuit brought against them by Activia yogurt. Dannon’s ads claimed their yogurt was clinically and scientifically proven to regulate digestion and boost immune systems, but were deemed to be false advertising. 

In the past few years, kombucha brands have been particularly vigilant in monitoring health claims in their industry. Tortilla Factory (parent of Kombucha Dog) sued Trader Joe’s, Better Booch, Makana Beverages and Rowdy Mermaid Kombucha for supposedly violating the law by exceeding the 0.5% abv threshold.

“I think as fermented foods become more mainstream…over time consumers will become more educated and understand what these labels mean,” Wee noted.

“Next Level Fermentation”

“Fermented and Flourishing” is what Whole Foods Market calls the growing world of fermented condiments. The retailer’s Trends Council released their first-ever summer condiments trends predictions.

“These days, fermented foods are an unstoppable force charging through aisle after aisle with a full head of steam. Condiments are no exception,” reads the press release. “We’re seeing tangy fermented ingredients adding flair to vinaigrettes, hot sauces, honeys and mayos. With flavor boosts like miso, kimchi and fermented garlic, these products exponentially expand the flavor possibilities of every summer soirée.”

Sales for the condiment, marinade and dressing categories are expected to hit $2.9 billion by 2024, according to market research firm Mintel.

Whole Foods’ list highlighted emerging and established fermented condiments: Lucky Foods Seoul Kimchi Mayo, Cleveland Kitchen’s line of fermented dressings and marinades, California Olive Ranch Carrot Miso Vinaigrette, Firefly Kitchens Kimchi Hot Sauce and Ninja Squirrel Coconut Sriracha Hot Sauce.

Read more (Whole Foods Market)