by Amanda Smith, Associate Editor
Stamped on countless labels throughout the grocery store, the term "natural" is often a vague marketing gimmick at best. More than anything, the claim creates mass confusion among U.S. consumers, according to the Consumer Reports National Research Center.
Of the 1,000 individuals surveyed, nearly 60 percent look for the term natural when they shop for food, likely because they believe products labeled with that language are better for them than those without. Two-thirds believe it means a processed food has no artificial ingredients, pesticides or genetically modified organisms; 80 percent think it should mean those things.
Here's the hitch: there is no formal definition imposed to limit the term's use. The FDA does not object to the term if the food does not contain added color, artificial flavors or synthetic substances. Yet, many natural-labeled products do.
Driven by consumer confusion, Consumer Reports is calling for a ban on the "natural" food label. This is part of a campaign organized in conjunction with TakePart, a social media platform. The petition is aimed at pressuring the federal government to stop manufacturers from using the natural label. The organizations will also partner in an ongoing "Know your food, know your label" series.
Other findings from the consumer study include:
- 92 percent think the humanely raised claim should mean that the farm was inspected to verify it as such
- 79 percent want humanely raised to mean animals have outdoor access
- 92 percent feel genetically engineered food should be labeled prior to sale and meet long-term safety standards set by the government
- 91 percent demand that organic means no toxic pesticides, artificial materials or GMOs were used
