The Lack of a Universal Standard
Unlike the certified "organic" label, the term "us natural" lacks a single, universal definition regulated by federal law. This ambiguity allows companies significant leeway in how they apply the term, often leading consumers to infer more about a product's health or environmental benefits than is legally guaranteed. The Federal Trade Commission (FTC) oversees advertising to prevent deceptive claims, but the vagueness of "natural" makes concrete enforcement challenging and has led to a rise in consumer "greenwashing" lawsuits. Understanding which agency—if any—is responsible for regulating a specific product is the first step toward decoding the claim.
"Natural" in Food: The FDA and USDA Approach
Regulation of "natural" claims for food products is split between two major federal agencies, each with its own loose policy.
The FDA's Non-Definition
For most non-meat and non-poultry foods, the Food and Drug Administration (FDA) has historically not objected to the term "natural" if the food contains no added artificial or synthetic substances (including color additives). However, the FDA's policy was never intended to address modern food production methods. This means important exclusions exist:
- Processing Techniques: Methods like high-pressure processing or pasteurization are not explicitly addressed.
- Pesticides: The use of pesticides on crops does not preclude a food from being labeled "natural".
- GMOs: Products containing genetically modified organisms are not prohibited from using the "natural" label, a fact that often surprises consumers.
The USDA's Minimal Processing Rule
For meat, poultry, and egg products, the U.S. Department of Agriculture (USDA) has a slightly more defined policy. A product can be labeled "natural" if it meets two criteria: no artificial ingredients and minimal processing. Minimal processing means the product's raw characteristics are not fundamentally altered, like grinding or freezing. Products with a USDA "natural" claim must also include an explanatory statement on the package. This definition does not cover how the animal was raised, its diet, or the use of antibiotics or growth hormones.
Beyond Food: Personal Care and Other Products
Outside of food, the term "natural" is even less regulated. In cosmetics, for example, the FDA has no formal definition, leading to industry self-regulation. Third-party organizations like the Natural Products Association (NPA) offer voluntary certifications with their own standards for natural ingredients, safety, responsibility, and sustainability.
Natural vs. Organic: A Crucial Distinction
"Natural" and "organic" are often confused but have very different meanings and levels of regulation.
What "Organic" Entails
The USDA National Organic Program (NOP) provides a strict, certified system. Products with the USDA Organic seal must meet comprehensive standards covering farming practices (like soil health and biodiversity), prohibiting synthetic pesticides, fertilizers, GMOs, and antibiotics, and ensuring animal welfare standards. This is verified through rigorous third-party inspections.
Navigating Labels: A Comparison Table
| Feature | "US Natural" | "Organic" (USDA Certified) | "Conventional" |
|---|---|---|---|
| Regulatory Oversight | Loosely defined policy (FDA) or specific minimal criteria (USDA, meat/poultry). | Strict, legally defined standards governed by the USDA National Organic Program. | Minimal governmental oversight on production practices; subject to general food safety regulations. |
| Artificial/Synthetic Additives | Generally means no artificial flavors, colors, or synthetic ingredients added. | Prohibits the use of most synthetic inputs. | Commonplace, depending on the product. |
| Genetically Modified Organisms (GMOs) | Does not address GMOs; products may contain them. | Prohibited in all aspects of production and processing. | Commonly used, depending on the product. |
| Pesticides | Does not restrict the use of chemical pesticides. | Prohibits synthetic pesticides (with some exceptions on a National List). | Use of synthetic pesticides is common. |
| Processing Level | For meat/poultry, it must be minimally processed. For other foods, less defined. | Adheres to strict handling and processing guidelines. | Often involves multiple stages of processing to extend shelf life. |
The Problem of "Greenwashing"
Consumers often assume products labeled "natural" are healthier or more environmentally friendly, a phenomenon called a "health halo". Companies exploit this perception with the vague "natural" claim, engaging in greenwashing by suggesting benefits without verifiable proof. This can lead consumers to make purchasing decisions based on misleading marketing rather than actual product attributes. In personal care, vague language combined with natural imagery is a common greenwashing tactic.
How to Be a Savvy Consumer
Don't rely solely on the "natural" label. Be an informed consumer by:
- Scrutinizing the Ingredients List: Always read ingredient labels for synthetic additives or unrecognizable substances.
- Looking for Certifications: Seek third-party certifications like USDA Organic for verifiable standards.
- Seeking Transparency: Favor brands that provide detailed information about sourcing and manufacturing online.
- Understanding What's Excluded: Remember that "natural" doesn't typically mean GMO-free or pesticide-free.
- Questioning Ambiguous Flavors: Be aware that "natural flavors" can be complex mixtures, potentially including animal-derived substances, without specific source details.
Conclusion
In the U.S., "natural" is primarily a marketing term, not a consistent regulatory standard. While the USDA has specific, limited rules for meat and poultry, the FDA's stance for other foods is based loosely on the absence of synthetic ingredients, without guarantees against GMOs or pesticides. As consumers prioritize product origins and health, companies use "natural" to create a misleading "health halo." To make informed choices, consumers must look beyond packaging, read ingredient labels, understand regulated terms like "organic," and critically evaluate marketing. Without a universal standard, the word "us natural" is insufficient for ensuring a product meets expectations.
Further Reading
For more information on the FDA's stance on the term "natural," visit the official FDA website. [https://www.fda.gov/food/nutrition-food-labeling-and-critical-foods/use-term-natural-food-labeling]
What does 'us natural' mean?: a final word
Ultimately, the burden of verifying a "natural" claim falls on the consumer. The best practice is to always read the full ingredient list, look for third-party certifications with transparent standards, and remember that marketing buzzwords often tell an incomplete story. By doing so, you can see past the vague promise of "natural" and make a genuinely informed decision.
