Splashed across the Ben & Jerry’s website are cartoon-like pictures of happy cows romping in green pastures. The cows, according to Ben & Jerry's marketing claims, live on farms that belong to the company's "Caring Dairy" program.

There’s a reason those cows are depicted by drawings, not actual photos—many of the real, live cows whose milk and cream are used in Ben & Jerry’s ice cream products live on "Caring Dairy" farms that don't meet the program's standards. Worse yet, not all of milk and cream that goes into Ben & Jerry's even comes from "Caring Dairy" farms, even though the company claims otherwise.

Ben & Jerry’s goes to great lengths to create the perception that the Unilever-owned company “cares” deeply about the farmers who supply milk and cream for the brand, the cows raised on Vermont dairy farms, and the state of Vermont’s environment. 

The company’s “Caring Dairy” program sounds like a dream-come-true for Vermont’s dairy farmers and dairy cows.

But it’s more like a nightmare, not only for many of the cows, but also for Vermont’s environment and for consumers who care about animal welfare.

A number of our supporters wrote recently to complain about the cozy deal between MoveOn.org and Ben & Jerry’s. It’s a deal that lets the ice cream maker polish its image (and boost sales) by aligning its brand with progressive causes—even though the Unilever-owned company is responsible for the use of massive amounts of toxic chemicals that have all but ruined Vermont’s water.

These supporters (and others) were referring to emails to MoveOn members from "Ben & Jerry" with subject lines like “We're worried” and “Stop Trump. Eat Ice Cream.” 

But let’s be clear. This is free advertising for Ben & Jerry’s, a brand that masquerades as “socially responsible” when it isn’t. And it’s a great example of subliminal advertising, designed to convey this message: “Hey, we’re just like you. We care.”

The marketing gurus at Unilever and Ben & Jerry’s know full well that many consumers are willing to spend more for products sold by “socially responsible” companies. According to a recent report, Unilever's “Sustainable Living” brands are growing 46 percent faster than rest of business.

Not all food and beverage certifications are created equally. Some things, like the sourcing and purification of bottled water, are strictly overseen by The U.S. Food and Drug Administration. Other labels, like natural flavoring, are umbrella terms used to describe combinations of up to 100 different essences, oils or even chemicals.

Which labels and certifications are regulated? Which are just marketing speak? Here are some common food certifications worth understanding:

As American consumers find themselves gravitating toward “natural” products, particularly non-GMO and BPA-free products, food industry veteran Del Monte is also taking a hint.