Cereal Crimes:

How “Natural” Claims Deceive Consumers and Undermine the Organic Label—A Look Down the Cereal and Granola Aisle

“Federal law requires that organic food products be produced in ways that promote ecological sustainability, without the toxic inputs and genetically engineered ingredients that are common in the conventional food system. Increasingly, these organic products are forced to compete with products that claim to be “natural.”

No legal requirements or restrictions exist for foods labeled “natural.” e term, in many instances, constitutes meaningless marketing hype promoted by corporate interests seeking to cash in on the consumer’s desire for food produced in a genuinely healthy and sustainable manner.

Unlike the organic label, no government agency, certification group or other independent entity defines the term “natural” on food packages or ensures that the claim has merit (other than meat, where the USDA has created some extremely modest requirements). Each

Companies marketing “natural” products merely pay lip service to sustainability and eco-friendliness, while undercutting truly committed organic companies.

corporation determines its own definition of the “natural” label.

“Natural” generally is thought to mean “no artificial ingredients,” including preservatives, but the farms and processing plants that produce ingredients for “natural” foods are not prohibited by law from using dangerous pesticides, genetically engineered crops, fumigants, solvents and toxic processing aids. ese agricultural and manufacturing inputs are not required by law to be listed on ingredient labels.

This report explores the growing trend toward labeling conventional foods as “natural,” focusing on breakfast cereal and granola, which are considered staples in many American households.

Since breakfast cereals are popular with children, it is especially important for parents to be aware of the differences between “natural” products, with conven- tional ingredients, and certified organic ones. Children are especially vulnerable to the harmful effects of synthetic pesticides and other inputs that are commonly used in “natural” products but prohibited in organics.

This report stresses that the terms “natural” and “organic” are not interchangeable, and an analysis of the differences shows why health-conscious and eco- conscious consumers should check carefully for the word “organic” before putting a box of cereal or bag of granola in their shopping cart.”

Read more: http://cornucopia.org/cereal-scorecard/docs/Cornucopia_Cereal_Report.pdf