Consumers’ confusion over ‘natural’ food label

NaturalConsumer Reports has released an article exploring consumer confusion of the “natural’ label on foods. Scheduled to appear in its March 2016 issue, the article, entitled “Peeling Back the ‘Natural” Food Label,” notes that a recent national representative poll of 1,005 U.S. adults found  more than half usually seek out products with a ‘natural’ label with the false belief that they are produced without genetically modified organisms, synthetic hormones, synthetic pesticides, or artificial ingredients. Such confusion is already recognized by the U.S. Food and Drug Administration (FDA), which is currently seeking comments through May 10 on the use of the marketing claim on food labels. OTA’s ‘Natural’ Food Labeling Task Force currently is tasked with helping OTA develop comments to FDA on the use of the term and to protect and uphold the meaning of organic claims in the marketplace.

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