The Plant Based Foods Certified Seal: A Powerful Trust Mark for Brands

Written by: Nikki Smith

In today's market, consumers are more discerning than ever about the products they buy. They want transparency about ingredients and how foods are produced. They also want assurances that the products align with their values. This is especially true for plant-based foods.

According to a new report from The Food Industry Association (FMI), 76% of grocery shoppers say transparency around ingredients and production methods is important, up from 72% in 2021. An overwhelming 98% of consumers notice certifications when shopping for products online and in-store. And 79% believe food product certification labels are very important.

Third-party certifications like the PBFA’s Certified Plant Based seal give consumers that extra layer of confidence in their purchasing decisions. Nearly three-quarters (74%) of consumers trust a product more if it has a certified seal. Certifications eliminate any doubts about unwanted ingredients while providing the transparency and product differentiation that earns a consumer's trust.

Why Certified Plant Based

The Certified Plant Based seal is particularly powerful because it is an authoritative, standardized definition of the term “plant-based.” Simply put, the definition of plant-based is zero animal-derived ingredients.

This clear, rigorous certification process avoids the ambiguity and negative connotations often associated with terms like "vegan" or "vegetarian." While 'plant-based' and 'vegan' may seem interchangeable, they are not. A food marked 'vegan' denotes the absence of ingredients of animal origin but does not specify the inclusion of plant ingredients. Therefore, a product may be vegan, without being plant-based.

The reality is only about 5% of Americans identify as vegan or vegetarian. But a much larger segment of consumers, dubbed "flexitarians," are consciously trying to reduce their meat consumption for health and environmental reasons. One report found 44% of consumers are actively cutting back on meat. For this sizable audience, the Certified Plant Based seal speaks directly to their food values and priorities.

Stand out with Retailers and Connect to Consumers

Retailers recognize the power of certifications as well. Some are already rejecting shelf space for brands that don't meet certain on-pack labeling standards, including third-party verification of plant-based claims. The Certified Plant Based seal offers that level of independent verification from certifying bodies like NSF International.

Given consumer interest and market growth, it's no surprise that awareness of the Certified Plant Based seal continues to rise. Already, 70% of consumers surveyed said they are aware of the certification. And brands like Tofurky and No Evil Foods are embracing it as a way to boldly communicate their plant-based credentials and meet evolving shopper needs.

For CPG brands, the Certified Plant-Based seal is a distinctive advantage for gaining consumer trust and retailer support. It provides clear product differentiation, backs up transparency claims, and delivers the convenience that today's shoppers crave when making purchase decisions.

Best of all, member brands of the Plant Based Foods Association receive exclusive cost savings by having their certification licensing fees waived. This makes getting third-party Certified Plant Based certification an easy choice for capturing a share of the $8 billion plant-based foods market.

To learn more about becoming Certified Plant Based, visit plantbasedfoods.org/certified or contact Nikki Smith at nikki@plantbasedfoods.org.

To find out more about why certifications matter, download our industry white paper: Retailers and Shoppers Eat Up Certifications: Plant based defined for a growing market

Register for These Upcoming Webinars

Progressive Grocer: Driving Sustainability Goals Through Third-Party Certifications featuring PBFA’s VP of Marketplace Development Julie Emmett, MyForest Food’s CMO Sarah-Marie Cole, Natural Grocers VP of Advocacy & Governmental Affairs Alan Lewis. and Earth Fare Category Manager Jaden McTaggart. This webinar takes an inside look at how purpose-driven brands and forward-looking retailers can optimize ESG commitments by leveraging rigorous third-party standards.

LEAD Marketing Conference: Discover how certifications are a beacon of trust, guiding consumers toward your products amidst a sea of choices. Learn the intricacies of the certification process and gain expert insider knowledge, ensuring a smooth journey toward certification while enhancing your brand's credibility and appeal. This webinar features industry leaders from NSF International, SPINS, MyForest Foods, and the Plant Based Foods Association.