Organic foods are required by U.S. federal law to be produced in ways that promote ecological sustainability, without common toxic and genetically engineered ingredients.
But organic products are increasingly being forced to compete with products that are labeled as “natural.”
There are no restrictions on the term “natural”, and it often constitutes nothing more than meaningless marketing hype.
According to a report from the Cornucopia Institute:
“[There is a] vast differences between organic cereal and granola products and so-called natural products, which contain ingredients grown on conventional farms where the use of toxic pesticides and genetically engineered organisms is widespread.
... Our analysis reveals that “natural” products—using conventional ingredients—often are priced higher than equivalent organic products.
This suggests that some companies are taking advantage of consumer confusion.”
This is significant, because surveys have shown that more consumers pay attention to the “100% Natural” claim than the “100% Organic” label. In one such survey, 31 percent of respondents said the “100% Natural” label was the most desirable eco-friendly product claim, compared to just 14 percent who chose “100% Organic.” Food companies clearly know this, and they’re cashing in on your confusion.
Are You Being Misled by Your Favorite “All-Natural” Brand?
According to the Cornucopia report:
“Since breakfast cereals are popular with children, it is especially important for parents to be aware of the differences between ”natural“ products, with conventional ingredients, and certified organic ones. Children are especially vulnerable to the harmful effects of synthetic pesticides and other inputs that are commonly used in ”natural“ products but prohibited in organics.”
Indeed, it’s not enough to be an avid label reader these days, you also have to know how the “labeling game” is being played by the food manufacturers. The average shopper would probably agree that the term “natural” evokes the idea that the food in question will not contain any added synthetic ingredients or chemicals, but because there is no standard definition of the term, with the exception of meat, “natural” in many cases equates to “conventional.”
The misuse of the term “natural” by companies who simply pay lip service to sustainability and the organic movement undermines companies that are sincere in their efforts to bring you eco-friendly, unadulterated, safe foods.
The Cornucopia report clearly shows that the terms “natural” and “organic” are not interchangeable, and as a concerned shopper, you need to beware of the differences between the two, or risk paying more for what amounts to little more than a conventional product.
The report also unveils the real owners of many of your all-natural brands—a piece of information that is oftentimes not disclosed anywhere on the packaging, or even on the product’s website—which might give you a hint that the product may be produced in less than organic ways. For example, both Kashi and Bear Naked are actually owned by Kellogg Company... Synthetic ingredients and additives, toxic pesticides, fumigants and solvents frequently show up in products bearing the “natural” label, while these are strictly prohibited in organic production.
According to the report:
“On August 31, 2011, a class action lawsuit was filed against Kellogg/Kashi® for allegedly misleading consumers with its ”natural“ claims. One Kashi® product in particular, GoLean® Shakes, is composed almost entirely of synthetic and unnaturally processed ingredients, according to the plaintiff.”
What You Need to Know About Organic Labels
It’s important to realize that there are several different organic labels out there, but only one relates directly to foods: the USDA Organic seal. This seal is your best assurance of organic quality. Growers and manufacturers of organic products bearing the USDA seal have to meet the strictest standards of any of the currently available organic labels.
- Products labeled “100% Organic” must contain only organically produced ingredients
- Products labeled “Certified Organic” must contain at least 95 percent organic ingredients
- The label “Made with Organic Ingredients” can contain anywhere between 70 to 95 percent organic ingredients
In order to ensure you’re actually getting your money’s worth, you need to make sure the food you buy bears the “100% USDA Organic” label. The problem with the latter two labels is obvious. Anywhere from five to 30 percent of the ingredients may be conventionally-grown, so you’re still exposed to pesticide residues and other questionable ingredients. The “Made with Organic Ingredients” is often misused and misleading, just as the “natural” label, as it allows for plenty of conventionally-produced ingredients.
A “100% Organic” product on the other hand cannot be irradiated, and cannot contain preservatives or flavor enhancing chemicals, nor traces of heavy metals or other contaminants in excess of tolerances set by the FDA.
It must also be grown and processed using organic farming methods that recycle resources and promote biodiversity—so it encompasses organic in a holistic way, from start to finish. Crops must be grown without synthetic pesticides, bioengineered genes, petroleum-based fertilizers, or sewage sludge-based fertilizers, and livestock cannot be given growth hormones.
So, in terms of organic food, there’s really only one label that can provide you with any real measure of quality, and that’s the “100% USDA Organic” label. As the Cornucopia report clearly shows, the “natural” label can be close to worthless in terms of protecting you from harmful ingredients and informing you about the manner in which it was grown.
Bait and Switch...
The Cornucopia report also brings up the problem of bait and switch:
“Some companies that started out organic, and built consumer loyalty as organic brands, have switched to non-organic ”natural“ ingredients and labeling. Peace Cereal® is an example of ”bait-and switch."
In 2008, the company that owned the Peace Cereal® brand, Golden Temple, switched from organic to cheaper conventional ingredients, without lowering its prices. At the time of the switch, the company also did not change its package design, other than eliminating the USDA Organic seal and the word “organic” from its cereal boxes. Most egregiously, it did not change the barcode on the cereal boxes. Many retailers and shoppers were unaware of the switch until the Cornucopia Institute conducted an investigation in late 2010…
Today, Peace Cereal® is owned by Hearthside Food Solutions, which changed its logo to include “All Natural,” appearing right below the “Peace Cereal®” name. Hearthside/Peace Cereal® continues to charge customers as much as or more than many certified organic competitors.”
According to the report, other companies that performed similar bait and switch maneuvers include Annie’s Homegrown and Barbara’s Bakery. Cereal and granola companies that started out organic, and remain faithful to the organic label include:
- Food for Life
- Grandy Oats
- Nature’s Path
Interestingly enough, when comparing wholesale prices for multigrain and specialty grain flakes, the two least expensive products are by committed organic companies, effectively shattering the myth that organic has to be more expensive than conventional. In other price comparisons, “natural” brands using conventionally-grown ingredients were priced exactly the same as 100 percent organic companies.
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