Kellogg’s Kashi brand CEO David Denholm announced that the company has partnered with Quality Assurance International to support a new program called Certified Transitional, which is designed to provide a market for products from farmers who are transitioning their farmland and crops from conventional to organic.
The cereal maker is committing to buy ingredients that are Certified Transitional, starting with red winter wheat that will be used in a new cereal called Dark Cocoa Karma Shredded Wheat Biscuits. The announcement comes at a time where consumers are more confused about food labels than ever, and Kashi’s reputation and image continues to be under scrutiny.
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