What does ‘natural’ mean to you? Is corn natural? How about corn chips? Corn syrup? What if the corn was genetically modified/engineered (GMO/GE)? And finally, is natural food healthier?
Food Package Claims
Food marketing claims, such as natural, are cheap and effective methods to boost product sales. Natural remains a very popular claim, appearing on 14% of new products introduced in the US last year. Many consumers choose foods with claims such as natural in their effort to make healthful food choices.
Loosely Defined
So what does natural really mean? It depends on who you ask. Unlike the term ‘organic,’ which is clearly defined and regulated by the USDA, natural does not have a standard definition pertaining to food claims. In fact, there are three federal agencies overseeing food and drink products that may be making natural claims, and they all have slightly different ideas of what it means to be natural.
The FDA, which regulates most of our food supply, does not have a formal definition of natural. Their stance is that most foods have been processed to some degree, and it is difficult to define a food product that is natural. The FDA has not objected to the use of the claim as natural if the food does not contain added colors, artificial flavors, or synthetic substances.
The US Department of Agriculture (USDA) is slightly closer to a definition, stating that meat, poultry, and egg products labeled as ‘natural’ must be minimally processed and contain no artificial ingredients.
And finally the Bureau of Alcohol, Tobacco, Firearms and Explosives (ATF), which regulates our alcoholic drinks. Similar to the FDA, the ATF doesn’t define natural but does list a few recommendations against additives or deviations from standard processing practices.
Take Home Message
Pretty confusing, right? The take-home message here is that the natural claim doesn’t tell you the whole story about the production and processing of food. In fact, corn, corn chips, corn syrup, and GMO/GE corn can all be labeled natural under the current rules.
At this point, you can probably guess the answer to the final question in my opening paragraph. Unfortunately, even if natural were more strictly defined, it would be difficult to demonstrate that natural food = healthier food. In the wrong dose, all-natural substances can cause ill effects. Even water, which is essential for life, will cause death if we drink too much.
Many consumers are making efforts to eat healthfully, and food claims such as natural can further confuse an already difficult decision. Stick with fresh, minimally processed foods, and you shouldn’t have to worry about the confusing food claims. For more information on healthful food choices, visit www.choosemyplate.gov.
Author: Kentz Willis, M.S., is the University Extension Educator in Nutrition and Food Safety for Northeast Wyoming.
*Note: you can find the ‘all-natural banana’ and other fun and informative graphics at http://jameskennedymonash.wordpress.com/2013/12/12/ingredients-of-an-all-natural-banana/