The Organic & Natural Health Association recently said that the term “natural” should not be used in the form of a certification or seal and recommends it not be listed on product labels. The association believes it should only be used as a term to describe specific attributes of products in marketing and promotional materials.
The Organic & Natural Health Association hosted its first national conference Jan. 26-27 at the Westin Cape Coral Resort at Marina Village in Florida. Thirty-five leaders in the natural products industry and members of Organic & Natural attended the conference.
Organic & Natural Health Association CEO Karen Howard said, “Our research clearly shows that the majority of consumers do not differentiate between ‘natural’ and ‘organic’ and expect products labeled natural to also be organic. So, after careful consideration, we determined that introducing a new ‘natural’ certification seal would not be in the best interest of consumers and could contribute to further confusion.
“At this juncture, encouraging people to go organic is more important, so we will focus on to the existing organic certification seal and do whatever we can to strengthen that program.
“Consumers expect organic standards from any product that claims to be ‘natural,’ so we have to make organic better. ‘Natural’ is not a label claim, and we will stand by that position as we continue to educate consumers about the importance of organic food choices and why it matters for their health.”