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"No added nitrate" labeling is a legal requirement. it's not just marketing BS.
In fact, some companies involved are trying to have the laws changed (see below.)
"Can bacon be made without the use of nitrite?
Bacon can be manufactured without the use of nitrite, but must be labeled "Uncured Bacon, No Nitrates or Nitrites added" and bear the statement "Not Preserved, Keep Refrigerated Below 40 °F At All Times" — unless the final product has been dried according to USDA regulations, or if the product contains an amount of salt sufficient to achieve an internal brine concentration of 10% or more, the label does not have to carry the handle statement of "Not Preserved, Keep Refrigerated below ___" etc. Recent research studies have shown for products labeled as uncured, certain ingredients added during formulation can naturally produce small amounts of nitrates in bacon and, therefore, have to be labeled with the explanatory statement "no nitrates or nitrites added except for those naturally occurring in ingredients such as celery juice powder, parsley, cherry powder, beet powder, spinach, sea salt etc."
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