The claim “natural” has exploded over the last ten years on everything from potato chips to t-shirt fabric to mattress bedding. So, it’s especially interesting that Silk, a leading manufacturer of soy and other non-dairy beverages, made a recent announcement that they have decided to remove this claim from their products.
The term “natural” is messy for sure. Largely left open for interpretation due to a lack of regulation by the Food and Drug Administration, what it means in terms of a standard is left up to the companies creating and marketing the products. Responsibility ultimately falls to the consumer, to do their own research to determine which brands fit with their expectations for what a natural product should be.
Some of you may remember that back in early 2009, Silk received quite a bit of negative press for silently making a switch to non-organic soy beans for their soymilk. It is a misstep they seem to have recovered from, but I have to assume the experience taught a valuable lesson on transparency and had a major influence on their decision to so publically detail this decision and the reasoning behind it.
Personally, I think it was a good move. Although “natural” is a powerful term and one I am personally quite connected to, I am bothered by its lack of clarity and wish for claims that more clearly guide positive choices for consumers.
For now, “USDA Organic” and “Non-GMO Project Verified” are some of the best ways to credibly communicate clean food. Until the FDA or a reputable non-governmental organization steps in to regulate the term, “natural” will continue to be vague.
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Thank you, Silk, for the use of your images.