Getting Real About “Natural” Products

15834276_sI talk up a storm about “natural” foods and products.

But that word is somewhat misused more than we’d like to think it is, so here’s the 411 on the word NATURAL as seen on the products we buy today….

When a food label states “100% Natural,” this is supposed to indicate that it does not contain synthetic ingredients, preservatives, artificial flavors and artificial colors. Sounds good, but keep in mind that many products throw the word natural around very casually (and in a calculated way in terms of marketing)!

Take a step further and look more closely at the amount of sugars and fats, for example, giving attention to the actual nutritional information provided. (I just read that 7Up once had “100% Natural” on their label, but now it says “100% Natural Flavors. Hmmmm.)

The U.S. Food and Drug Administration (FDA) website has this to say about labels and the use of the word “natural” . . .

What is the meaning of ‘natural’ on the label of food?

From a food science perspective, it is difficult to define a food product that is ‘natural’ because the food has probably been processed and is no longer the product of the earth. That said, FDA has not developed a definition for use of the term natural or its derivatives. However, the agency has not objected to the use of the term if the food does not contain added color, artificial flavors, or synthetic substances.

As you can see, the parameters are not so obvious. Food makers seem to have a good deal of latitude in what is considered natural.

The point is simply this: Be a wise and aware consumer! Learn to read labels on prepared foods. Better yet, choose “certified organic” options, particularly whole foods that need no label at all.

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