# #239 - The New Non-UPF Verification with Megan Westgate

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2026-03-10
- Length: 43m
- Episode: 272
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-03-10-239-the-new-non-upf-verification-with-megan-westgate
- Listen: https://share.transistor.fm/s/264e135c

## Summary

Megan Westgate, founder and CEO of the Non-GMO Project and the new Non UPF Verified program, explains the rationale and mechanics of a new certification designed to identify minimally processed packaged foods. She details how the standard requires at least 70% of ingredients to be minimally processed, prohibits ultra-processed additives like hexane extraction and non-nutritive sweeteners, and sets category-specific limits on refined sugars. Westgate shares that 52% of consumers now prioritize degree of processing over GMO status or organic claims, driving early adoption by brands like Amy's, Simple Mills, and Spindrift. She contrasts the document-based verification process with traditional inspections and discusses how legacy CPG companies are responding through new product launches rather than reformulation.

## Outline

1. Introduction: Megan Westgate and the Origin of Non-GMO Project
2. The Health Crisis of Ultra-Processed Foods and the Need for a Standard
3. Defining Ultra-Processed: The 70% Rule and Prohibited Ingredients
4. Consumer Demand: Why Processing Matters More Than GMO or Organic
5. Verification Process: Document-Based Review vs. Inspections
6. Industry Response: Early Adopters and Legacy CPG Strategies
7. Resources for Brands and Conclusion

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Sustainability & circular products](https://hardwarepodcasts.com/topic/sustainability-and-circularity)

## Most relevant to

early-stage companies

## Mentioned

- Non-GMO Project (company)
- Non UPF Verified (product)
- Amy's (company)
- Simple Mills (company)
- Spindrift (company)
- British Medical Journal (other)
- Linkage (company)

## Related episodes from other shows

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- [4 - Paulette Gramse The Label Expert](https://hardwarepodcasts.com/podcast/people-of-packaging/2019-07-17-4-paulette-gramse-the-label-expert) (People of Packaging)
- [360 - Beyond the Die Line - The pitch was awful. They liked the bar! Tom Seymour and Ree Dolnick](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-10-08-360-beyond-the-die-line-the-pitch-was-awful-they-liked-the-bar-tom-seymour-and-r) (People of Packaging)
- [345 - Beyond the Dieline - The secret success behind Junebar! Tom Seymour and Keith McCullough](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-04-17-345-beyond-the-dieline-the-secret-success-behind-junebar-tom-seymour-and-keith-m) (People of Packaging)
- [350 - Beyond the Dieline - Dr Juan from PNuff Crunch joins Tom Seymour](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-05-27-350-beyond-the-dieline-dr-juan-from-pnuff-crunch-joins-tom-seymour) (People of Packaging)

## Citing this page

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