Startups Take ‘Free From’ to the Next Level

For a growing number of American consumers, a brand attesting to be merely “organic” isn’t enough anymore. These shoppers want to be sure the products they’re buying also are certifiably free of glyphosate, the active ingredient in the Roundup weed killer that many perceive as a health threat despite assurances of its safety by regulatory bodies including the U.S. Environmental Protection Agency.

Consumer concerns about glyphosate have opened the door to market opportunities that some companies, …