In order for a product to receive the seal, Bob says it must fit into certain guidelines. "We're looking for things that are deficient in the American diet, such as calcium, such as fiber," he says. "We want a certain amount of fiber so that everyone is getting their daily dose."
Bob says one of his great passions is to change the way companies manufacture food—but he emphasizes that the consumers are really in control. "When we go to the store, we're voting with every product you're putting in your basket," he says.
Each person has the power to adapt their taste to healthier foods, Bob says. "Your tastes adjust. We habituate and we do it both ways," he says. "If you start cutting out the sugars, cutting out the sodium, you will taste the natural flavors of the foods."