Colima Sea Salt markets itself as a health-conscious product, with salt “revered by both village people and rulers for its incredible taste and health benefits.” They position themselves as champions of transparency and wellness. But do their practices align with their promises?
My recent experience as a health-conscious consumer suggests otherwise. After inquiring about their lab assay, the report they provided, linked below, indicated an scant 14.8 mg sodium per ¼ tsp, which would mean the product is nearly sodium-free, which is clearly wrong, and so I wrote them a detailed and polite email:
Hello, Elai, AJ’s.
Please help me understand the listed sodium content of 14.8 mg per ¼ tsp for your Colima Sea Salt.
From your lab reports:
The “Summary of Lab Analysis” and the “INORGANIC ANALYTICAL REPORT” have listed inconsistent sodium content levels. The summary lists sodium at 14.8 mg per ¼ tsp, which would mean the product is nearly sodium-free. This is inconsistent with the reported chloride level of 722.4 mg, as sodium and chloride are typically present in a ~1:1.5 ratio for sodium chloride, which would suggest sodium content closer to:
Sodium (mg) * 1.5 = Chloride (mg)
Sodium (mg) = 722.4 / 1.5
Sodium (mg) = 481 mgFurther, the Inorganic Analytical Report (Colima Sea Salt Lab Report (2020)) indicates a sodium content of 266,000 mg/kg-dry. If salt weighs 1.4 g per ¼ tsp, there are ~714 ¼ tsp servings in 1 kg. Thus, the sodium content per serving calculates as:
Dividing that 266,000 Na by 714 yields ~372 mg per ¼ tsp.
266,000 mg / 714 servings = ~372 mg per serving.This is significantly higher than the reported 14.8 mg per ¼ tsp.
Could you confirm whether there is an error in the reported sodium content or explain how this discrepancy arises?
Thank you for your time and assistance.
Garrett.
After multiple follow-up attempts, Ava Jane’s eventually responded, but did not acknowledge the error and showed a lack of concern regarding their mislabelling. Not a very professional response from a company that outwardly projects health and transparency as a key marketing point.
Colima Sea Salt’s labeling discrepancies highlight a broader issue in the food industry: the routine misrepresentation of products marketed as healthy or natural. Across the board, companies manipulate consumer trust with claims that often fail scrutiny.
For example, Lifeway Kefir’s blueberry kefir implies it contains real blueberries, but it uses “natural flavors” to mimic the fruit. Similarly, Jiffy Blueberry Muffins include imitation blueberry bits made from sugars, oils, and food coloring. Both products are blatant misrepresentations that exploit consumer assumptions.
Such practices persist because they go largely unchallenged. Companies rely on two factors to maintain this status quo:
- Lack of Accountability: Regulatory enforcement is often weak, and misleading terms like “natural” or “healthy” are used freely without meaningful oversight.
- Consumer Apathy: Many people don’t read ingredient labels or investigate claims, trusting marketing instead of verifying facts.
The result is a cycle of deception that benefits companies at the expense of consumer health. When even basic products like salt or common foods like blueberry-flavored items can’t be trusted, it’s clear the food industry is failing to meet basic standards of honesty and transparency.
Health Is Personal Responsibility
This isn’t about what government should do. Health is a personal responsibility, and failing to scrutinize food choices has direct consequences. The industry thrives on stupid, careless consumers, knowing most people won’t investigate claims or call out lies. Every time consumers accept dishonest labeling without question, it reinforces the practices that make the food industry so unreliable.
Companies mislead because they can. They rely on the reality that most people won’t take the time to verify claims, and even fewer will demand accountability. Such complacency is why products like Colima Sea Salt advertise wildly inaccurate information while ignoring legitimate inquiries.
If consumers want better, they must start by being better informed and more discerning. Read labels. Question inconsistencies. Demand responses when something doesn’t add up. The food industry won’t change on its own, and companies like Ava Jane’s demonstrate why personal responsibility and vigilance are the only reliable paths to better choices.