The Consumer Brands Association (CBA) has been quietly revolutionizing the way consumers interact with food and beverage products. With a $1.5 trillion industry at stake, the CBA's initiatives for ingredient transparency and safety have become a hot topic in the world of consumer goods.

The CBA's efforts include front-of-package labeling, QR codes for detailed nutritional information, and publicly accessible websites and registries for commonly used artificial ingredients. These initiatives aim to increase transparency and safety regarding ingredients, but some argue that they may come at a cost to the industry.

The $1.5 trillion industry's gamble

The CBA's initiatives have been met with both praise and criicism.. some see them as a step forward in achieving the goals of the MAHA movement, while others argue that they may drive up grocery costs and create a patchwork of state-level regulations.

In an exclusive interview, Hockstad said that consumer brands are voluntarily increasing the amount of information about ingredients in products, which is a step forward in achieving the goals of the MAHA movement, without sacrificing personal autonomy.

QR codes: a turning point for consumer engagement

The CBA's use of QR codes has been a game-changer for consumer engagement. According to data presented by the CBA, QR codes in products provide detailed information and increased consumer engagement with QR codes rose by 43% from 2024 to 2025.

Food manufacturers have a vested interest in the science behind their products and are working to make consumers have the information they need to make informed decisions.

The 'Generally Recognized as Safe' standard loophole

The 'Generally Recognized as Safe' standard loophole has been denounced by Kennedy for removing rigorous safety trials. However, increased funding for the FDA would ensure agency-ordered testing to prove ingredient safety for human consumption.

State-level regulations: a patchwork of laws

Several states, including Texas, Louisiana, and West Virginia, have enacted state-level MAHA legislation to prohibit certain ingredients from grocery store shelves.. The CBA supports a consistent national framework for ingredient safety and transparency to replace state mandates and drive up grocery costs.

What's next for the CBA?

The CBA's initiatives for ingredient transparency and safety have reached a critical mass, but at what cost to the industry? Only time will tell if the CBA's efforts will pay off or create a patchwork of state-level regulations that drive up grocery costs.