What Does the Word “Natural” Mean to You?

The word “natural” immediately makes my mind conjure up a beautiful fall day, the sun shining, fresh air with a hint of crispness, an all-around healthful image. So, what does the word “natural” mean to you?

It means different things to different people. Does the term “natural’ mean the same thing to the people who manufacture the granola bar that you enjoy? To the people who manufacture yogurt? What about the people who raise “all natural” beef? 

Did you know that the FDA and USDA have different approaches to using the term ”natural” as a claim in advertising and on packaging? The FDA only gives a guidance document which states “that nothing artificial or synthetic (including all color additives regardless of source) has been included in, or has been added to, a food that would not normally be expected to be in that food.” They do not specify as to how the food is manufactured or what ingredients it includes. It does not address how the food is processed or grown, nor regulate the use of the term (1).

USDA FSIS, on the other hand has defined the term “natural” a bit more. The definition states in part that:

“(1) the product does not contain any artificial flavor or flavoring, coloring ingredient, or chemical preservative (as defined in 21 CFR 101.22), or any other artificial or synthetic ingredient; and

 (2) the product and its ingredients are not more than minimally processed. Minimal processing may include:

(a) those traditional processes used to make food edible or to preserve it or to make it safe for human consumption, e.g., smoking, roasting, freezing, drying, and fermenting, or

(b) those physical processes which do not fundamentally alter the raw product and/or which only separate a whole, intact food into component parts, e.g., grinding meat, separating eggs into albumen and yolk, and pressing fruits to produce juices.”

The USDA defines and enforces the use of that description, which applies to those items under USDA FSIS purview, namely meat, poultry, and egg products. Once again, not all foods equally across the board. A link to the full definition can be found in the sources at the end of this article.

Canada, on the other hand, has a similar definition which in part states that food may

• “not to contain, or to ever have contained, an added vitamin, mineral nutrient, artificial flavouring agent or food additive
• not to have any constituent or fraction thereof removed or significantly changed, except the removal of water. For example: the removal of caffeine
• not to have been submitted to processes that have significantly altered their original physical, chemical or biological state (i.e. maximum processes). See Annex 1 – Minimum processes and Annex 2 – Maximum processes for examples of processes affecting the natural character of foods” (3).

 The full definition can be found here:  https://inspection.canada.ca/food-label-requirements/labelling/industry/method-of-production-claims-on-food-labels/eng/1389379565794/1389380926083?chap=3

So, now that we have looked at a few definitions about using the term “natural”, do you still envision that those granola bars are better for you than a candy bar? I guess that would depend upon what ingredients that they contain, and the process used to make each bar. Would you pay more for something labeled “natural”?

According to a Consumer Reports Natural Foods Label Survey, 87 % of the people that they surveyed would pay more for foods labeled “natural” (4). However, are these people basing their expectations that are included in the label “organic” which has a stringent program applied to the definition, and documentation to back up the claim? So, if your expectation of the word “natural” means no GMOs, no pesticides, crop rotation, and livestock living conditions, then “organic” is the product for you (5). The AMS (Agricultural Marketing Service) has a great two page handout that explains what the term “organic” encompasses and the link can be found here: https://www.ams.usda.gov/sites/default/files/media/Organic%20Practices%20Factsheet.pdf . I encourage you to check it out!

Are you willing to pay more to see the term “natural” on a label or on packaging?

I know that I do not look for the claim when I am grocery shopping, and probably will continue to ignore it in the future.  Chances are, it is the same product that it was without the added claim.

As always, wash your hands, stay safe and read the labels!

1. Center for Food Safety, & Nutrition, A. (n.d.). Use of the Term Natural on Food Labeling. Retrieved September 12, 2021, from https://www.fda.gov/food/food-labeling-nutrition/use-term-natural-food-labeling
2. Labeling-Policy-Book.pdf. (n.d.). https://www.fsis.usda.gov/sites/default/files/import/Labeling-Policy-Book.pdf 188.
3. Government of Canada, Canadian Food Inspection Agency, Safety, F., & Consumer Protection Directorate. (n.d.). [No title]. Retrieved September 12, 2021, from https://inspection.canada.ca/food-label-requirements/labelling/industry/method-of-production-claims-on-food-labels/eng/1389379565794/1389380926083?chap=3
4. Consumer-Reports-Natural-Food-Labels-Survey-Report.pdf. (n.d.). https://www.foodpolitics.com/wp-content/uploads/Consumer-Reports-Natural-Food-Labels-Survey-Report.pdf
5. Organic%20Practices%20Factsheet.pdf. (n.d.). https://www.ams.usda.gov/sites/default/files/media/Organic%20Practices%20Factsheet.pdf