The Nature of “Natural”
If you go to the Organic Consumers Association website you will see that they are upset about the way that stores like Whole Foods market products as “natural.” They believe (and they are probably right) that consumers will confuse this with “Organic.” In fact there are no real rules about what can be called “natural” and savvy marketers have realized that almost everyone likes the concept of “natural” and they have tapped into that for selling power.
The problem for the Organic community is that their own, highly regulated farming system is also built on the concept of “natural.” I have a good friend who was on the board of CCOF (California’s organic certification leader) back in the days when the definition of “USDA Organic” was being hammered out (1990-2002). He explained that one reason it took so long was that there was a philosophical struggle between the Organic stalwarts who wanted it to be driven by what was “natural” and by the USDA that wanted to bring some science into what was safest and best for the environment. The “natural” voices prevailed.



