What's Natural?

There is no unified federal definition, and there's a lack of standards, for the label "Natural" or "All Natural."

What's Natural? ?"All Natural" has become a frequently used food and beverage claim. And while many marketers view it as valuable, is it so over-used that to consumers it's invisible?    "All Natural" sounds meaningful - but isn't from a regulatory standpoint. There is no unified federal definition, and there's a lack of standards, for the label "Natural" or "All Natural." The FDA has yet to define the claim, but does not object to it appearing on a label if a food does not contain "added color, artificial flavors, or synthetic substances." According to the FDA, "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." The USDA definition of 'natural' for meat and poultry states, "The label must include a statement explaining the meaning of the term natural (no artificial ingredients; minimally processed)."  In 2013, the USDA offered a Draft Guidance stating that "natural" is a synonym for "non-synthetic" which will be used in the ever-growing natural claims litigations for food and dietary supplements. So should the term be used at all?? Some shoppers may be frustrated with why they are spending more on these products. But for others "natural" has become a cheaper alternative to "organic" through the economic downturn, so cost-conscious consumers may focus their attention back on the true "natural" meaning. Either way, until a definition is "All Natural" is available, there will continue to be confusion in the marketplace, and shoppers may well be the losers in terms of both improving their diets and wasting money.