Over the last two weeks, videos began airing on TV as part
of a campaign organized by the newly formed coalition of organic farmers and
food companies called Only Organic. Their message comes across loud and clear
in several short, satirical commercials, such as the one below:
It is the aim of the group – which includes familiar names
such as Annie’s, Stonyfield, and Organic Valley – “to cultivate a better
understanding of what being organic really means and the environmental and
health benefits choosing organic provides.” Having undergone great lengths to achieve
the rigorous standards demanded by the USDA organic certification, these
companies are working to bring awareness to the malpractices of “Big Food”
corporations and make the food industry as a whole more transparent.
As you might deduce from their name, one matter that is
particularly important to Only Organic is the distinction between natural and
organic products. The issue of how to define natural becomes ever more
convoluted. Can genetically modified organisms be classified as natural? What
about animals that were raised with antibiotics? The FDA has not developed adefinition for the term natural. In fact, many food products that boast
“natural” in large, bright fonts are as far removed from the soil as the
packages they come in.
The word “natural” is one of the more emotive descriptors
used in food advertising, known to provide consumers with a false sense of
healthfulness. However, in recent years, people are beginning to suspect
they’ve been duped – and a number of lawsuits have arisen as a result. Because
of this, the word “natural” is becoming less prominent on supermarket shelves.
In
2009, 30.4 percent of new food products and 45.5 percent of new beverage
products released in the U.S. were labeled all natural. [In 2013], 21.1 percent
of new food products and 34 percent of new beverage products carried that
label.
While
this study doesn’t prove that Americans are eating any more healthily, it shows
that we’re paying a bit more attention to the shiny stuff that wraps up the
things we love to eat and advertising agencies are reacting to vocal complaints
about deceptive marketing. A little more skepticism on the part of consumers,
inspired by campaigns like Only Organic, and we might just make a turn for the
better in the food industry.
Thank you, thank you, and thank you. I had no idea that this fraud "natural" label is going around, and maybe I didn’t pay attention to it. But this is an eye opening and mindboggling information. First of all, how is that possible that FDA allows this to happen and fool people? Are they too busy? Are they completely bribed and controlled by big food corporations?
ReplyDeleteAnyways, this campaign and/or movement deserve a lot of applause for their commitment and creativity.
The horrifying part is that word natural is being used up, mixed up with dirt and abused by corporations and false advertisement.