Naturally Nonexistent

Since the 1980s, the food industry has repeatedly requested that FDA establish official criteria for natural foods (here's a recent one: http://www.sugar.org/media/press_releases.asp?id=321). However, that initiative remains tabled, thereby relegating that market to a realm that we can at best call nebulous. FDA has said that it has not considered defining "natural" foods--or enforcing "natural" claims--one of its top priorities.

In the wake of this inaction, manufacturers remain free to use "natural" as a general descriptor for a wide range of products. In effect, anyone can call a product "natural" if they feel that such terminology might appeal to consumers without raising the hackles of natural-foods activists who might cause a stink.

Legitimate natural-foods retailers, such as Whole Foods Market, Austin, TX, have stepped into this void and established company-derived criteria for the foods that they will carry on their shelves. However, traditional supermarkets have not (understandably) taken similar steps to screen their wares. Also, special-interest groups, such as the Center for Science in the Public Interest (CSPI), have applied pressure--without much effect, other than the typical vitriolic hubbub it raises so well--to manufacturers when they deem that they are inappropriately using the term (see http://www.cspinet.org/new/200605111.html and http://www.cspinet.org/new/200207301.html for two examples).

Regardless of the intent, the net result is increased consumer confusion. With varying messages targeting consumers via the products they see on supermarket shelves claiming a natural pedigree and different media messages--sometimes biased, sometimes lacking scientific acumen--they rightfully don't know who to believe.

The marketing potential for natural foods remains strong despite the lack of FDA definition (see http://www.nationalgrocers.org/NGNaturalFoods.html for one perspective). However, as we have seen with organic foods, an official stamp of approval would not only send clearer messages to consumers, it would lift the fog surrounding formulation criteria, likely spurring more research into natural solutions to extend shelf life while improving sensory aspects.

Until FDA takes up this torch, manufacturers will largely remain free to use the term "natural" at will. And groups like CSPI will continue to scream into the void.