Organic labeling confused in Target ad, group claims

Target is finding itself in a little hot milk after advertising a soymilk as organic when in fact it's not, according to a complaint by an agricultural watchdog group.

The Cornucopia Institute, a not-for-profit, has filed a complaint against Target, claiming it misrepresented a product as organic in advertisements. This was filed Tuesday with the National Organic Program, Office of Compliance:

"Target Corporation advertised Silk soymilk in newspapers with the term "organic" pictured on the carton's label, when in fact the product's manufacturer, Dean Foods' White Wave division, has been sourcing this product line with conventional soybeans. The newspaper ads potentially reached millions of consumers in the Midwest, and possibly nationwide, with the false representation. Additionally, The Cornucopia Institute has transaction records for purchase of the 'natural' conventional) Silk soymilk that was promoted by Target Corporation as organic."

Target didn't return WalletPop's calls seeking comment by press time.

Cornucopia admits that the mislabeling could be a mistake by Target.