The New Non-UPF Verification with Megan Westgate | Startup CPG Podcast скачать в хорошем качестве

The New Non-UPF Verification with Megan Westgate | Startup CPG Podcast

In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Megan Westgate—founder and CEO of the Non GMO Project—to introduce a brand new certification that could reshape the natural products industry: Non UPF Verified. Megan brings nearly two decades of food integrity experience and the hard-won lessons of building one of the most recognized seals in CPG from scratch to explain why this moment for ultra processed food awareness feels just like the early days of the GMO conversation—except faster. Megan breaks down what "ultra processed" actually means (and why definitions vary wildly), how the Non UPF Verified standard was designed to thread the needle between meaningfulness and achievability, and why this certification addresses a gap that organic, Non GMO, and clean label claims simply don't cover. The standard requires at least 70% minimally processed ingredients, prohibits ultra processed substances like hexane extraction and non-nutritive sweeteners (stevia, monk fruit, allulose), and applies category-specific limits on refined added sugars—while allowing less-refined alternatives like coconut sugar, maple, and honey. The episode covers the explosive early momentum behind the program: 300+ brands on the waitlist, 115 products already verified through the pilot, and major natural brands like Amy's, Simple Mills, and Spindrift among the early adopters. Megan explains why startups have an enormous competitive advantage if they formulate for this standard from day one—and what the certification process actually looks like (document-based, no on-site inspections, no testing required). Whether you're a founder building a new brand, a product developer evaluating your formulation, or a buyer trying to understand the UPF conversation, this episode is essential listening. Connect with the guests: Megan Westgate – Founder & CEO, Non-GMO Project + Non-UPF Verified 🌐 Website: https://www.nonultraprocessed.org/ LinkedIn: 🔗Linkedin:   / meganethompson   🔗Non UPF Verified LinkedIn:   / non-upf-verified   Daniel Scharff – Founder, Startup CPG 🔗 LinkedIn:   / danscharff   Key Moments: 00:00 – Introduction: Why ultra processed food is the defining food conversation of our time 02:17 – Megan's origin story: Building Non GMO Project from a laptop on a bedroom floor 05:37 – What made Non GMO Project take off—and the parallels to Non UPF today 10:00 – What compelled Megan to launch Non UPF Verified now 13:18 – What is ultra processed food? Why the definition is contested and what Non UPF Verified does differently 17:34 – Concrete examples: breakfast cereals, sugar, non-nutritive sweeteners, and gums 20:10 – How Non UPF Verified differs from organic, Non GMO, and clean label 24:20 – The opportunity for startups vs. legacy CPG brands 28:02 – The cultural moment: chronic disease, RFK, and why this issue is bipartisan 32:08 – What the certification process looks like for brands 36:46 – Retailer, investor, and buyer response: why this is unlike anything seen before 37:29 – How brands should communicate Non UPF Verified to consumers 40:33 – How to get started: non-ultra-processed.org and free consumer research About Startup CPG: Startup CPG is the largest community for emerging brands: 30,000+ Slack members, the #1 podcast in CPG, 100+ events per year, and award-winning resources to help brands grow. Join free today: https://startupcpg.com/sign-up Stay connected: 📸 Instagram:   / startupcpg   🔗 LinkedIn:   / startupcpg   If you enjoyed this episode, like, subscribe, and leave a 5-star review on Apple Podcasts or Spotify! #StartupCPG #CPGPodcast #UltraProcessedFood #NonUPF #FoodIntegrity #NonGMOProject #NaturalProducts #CPGFounders #FoodCertification #CleanLabel #PackagedFood #FoodIndustry #HealthyEating #FoodPolicy #CPGIndustry #FoodAndBeverage #StartupMarketing #BrandStrategy #ProductDevelopment #FoodScience