The Great Debate - What is Natural?

In recent years, the notion of “natural” products has become shrouded in ambiguity. Consumers and manufacturers seem to be operating under definitions of the term, which has led to endless confusion. In fact, several major food companies have been sued for misleading natural claims on food products. Though it seems that this problem could easily be solved by establishing a concrete definition for the food industry, the problem is much more complex.

The stickiness of this situation is evidenced by the outcome of the Elizabeth Coxvs. Gruma Corporation lawsuit, which was heard in California federal courts this past June. Cox’s complaint against the food industry giant is that the “all-natural” claims on Mission brand tortilla chips are misleading. The judge, Yvonne Gonzales Rogers, recognized the lack of regulatory authority with regards to natural products and postponed the case for six months to allow the FDA to produce a solid definition of “natural” in relation to food. However, the FDA has previously been unwilling to provide any clarity on the subject, and it is unlikely that any future action will be taken. Because no ruling exists, courts nationwide have refused to set a legal precedent on the matter. In essence, grid lock has developed between US courts and the FDA as neither entity is willing to establish a guideline before the other.

As a result, the National Products Association (NPA) board of directors believes that the organization should make the first move. Undoubtedly, rules need to be set in place to eliminate the gray area. Numerous food retailers have already set their own guidelines with regards to natural food products. Whole Foods upholds a list of 82 unacceptable ingredients for all store products, Kroger prohibits 101 ingredients from being used in their natural line, Target refrains from using 105 ingredients in their Simply Balanced line, and Safeway has banned 130 ingredients from their natural line.

The aforementioned retailers understand the consumer demand for honest products. If a given food label ingredient would not be found in the average American pantry, it automatically evokes a sense of distrust that cannot be reconciled. Though some synthetic-sounding ingredients are actually natural, initial perceptions are difficult to overcome. As baseless “natural” claims are deteriorating, producers must focus on clean-label appeal to establish authenticity. All-natural RIBUS ingredients, derived from rice bran and hulls, are declared on food labels as “Rice Concentrate” or “Rice Extract.” Chemical food additives are easily replaced by these products, so don’t settle for less than the best

Sources:

http://www.foodnavigator-usa.com/Trends/The-GM-debate/Natural-Clean-Label-Trends-2013-Who-s-driving-the-agenda-From-Simple-Truth-to-Open-Nature

http://www.foodnavigator-usa.com/Regulation/Judge-There-is-a-gaping-hole-in-the-current-regulatory-landscape-for-natural-claims-and-GMOs