America’s dairy farmers launched “Peel Back the Label,” a new campaign to highlight fear-based food labeling and stress the need for truth and transparency in food marketing.

The campaign comes as almost 70% of consumers say they look to front-of-label claims when making food purchasing decisions, and as food manufacturers increasingly utilize “free from” labels – i.e. ”no high fructose corn syrup” or “GMO free” or “hormone-free”– to play on consumers food safety fears and misconceptions.

“America’s dairy farmers strongly support open, honest and transparent engagement with consumers. The deceptive labels and fear-based marketing increasingly used by some food manufacturers damage consumer trust and jeopardize the safe, sustainable farming practices that have enhanced farm productivity over the last 20 years,” said Jim Mulhern, President of the National Milk Producers Federation (NMPF). “Consumers have a right to both truth and transparency in food labeling. We launched this campaign to help consumers peel back the label on deceptive food marketing in the name of profits.”

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