Natural – The “False Advertising Industry”’s Biggest Breakthrough

When it comes to claims on food products is Organic the “real natural”? That’s what Organic Voices, a non-profit organization largely composed of USDA Certified Organic food brands, wants you to believe and their latest communication effort is using humor to prove its point.

You need look no further than an issue of USA Today or The New York Times to know that natural product claims have entered the Top 10 Most Wanted list for the Food Movement, right up there with McDonald’s Happy Meals and sugar sweetened beverages. It’s a drastic change from just a decade ago, when the term was a meaningful badge of quality and healthfulness. Unfortunately for devoted natural foodies, the cache of “natural” caught on a bit too well and as a result has been adopted by a seemingly infinite number of products out to cash in on the term and exploit the lack of criteria provided by our regulatory bodies for how to responsibly use it.

It’s unlikely Organic is the fix for the majority of natural food products on the market today. A more likely answer is the adoption of new labels (i.e. Non-GMO Project Verified, Gluten-Free, Top 8 Allergen-Free) to fill-in the grey space created by natural claims and, ultimately, a continued responsibility of the consumer to read the fine print (and then verify it).

But, as “natural” gets its vigilante justice in a process that is, at times, painful to watch, at least we can take a break to laugh about it.

The Natural Effect

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Image by Organic Voices

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