In our quest to educate the common shopper about the marketing mumbo jumbo that mean nothing, here is the second of the series on “Are you being a smart shopper?”
Marketing claim: All Natural!
After a lifetime of eating, no words mean less to me than "all natural." Bottled water claims to be 100% NATURAL* CALORIE-FREE. Why did anyone speculate that I'd think differently? Was there a conspiracy going around that their product was bottled android sweat? Outside of a hydrogen fuel cell, where does one even find unnatural water?
On that same bottle of what I assume was non-voodoo water, I searched for the asterisk referred to by "100% NATURAL*" and it led to the explanation, "*100% Natural Ingredients." Oh, ingredients. I thought water is an ingredient. What ingredients would water need, apart from Hydrogen and Oxygen of course? Then why do I need to be told that both Hydrogen and Oxygen are naturally occurring substances? Wait, is there an unnatural version of the two!?
Common sense should tell us that “natural” is anything that occurs naturally (DUH). If food scientist could prove that cat urine can add a zing to a certain flavor without serious health impacts, it can be totally labeled “natural”.
Here’s the funny part, the FDA doesn't even define the word "natural," so it's used by a variety of food manufacturers in an effort to imply their products are somehow better for us. We've seen it on everything from potato chips to cereal boxes. The USDA, on the other hand, allows meat and poultry to be labeled "natural" if they don't include artificial colors or ingredients, and are not more than "minimally processed." But the rest of the food supply's definition of natural is up for grabs.
There have been instances when yeast has been treated with MSG and called “all natural” because the company just chose not to mention the MSG bit. In fact a few rather well known companies have had to call it quits with the marketing jargon. It is easy to identify when the companies are faking it. Corn syrup, and partially hydrogenated soybean oil are the regular suspects that feature on “all natural” ingredient list.
Of all the products meaninglessly described as "all natural," I think I have the most problem with fruit juice. What loathsome lack of ethics would allow someone to make synthetic fruit juice? And how in the world would it be easier than making it the regular way? Do you hold a jar under the farmer while he jogs? Do you extract from a dumpster outside a Chinese restaurant? Any factory worker trying to squeeze will tell you: artificial fruit juice is more trouble than it's worth.
The consumers are also to be blamed. If we want fruit juice, and we insist on it being “all natural”, what stops us from making it at home? We look for convenience (a little too much in fact) and then we crib that companies take us for granted. If you want it your way, then make it your way. If enough number of consumers wake up to it companies are bound to notice it.
Marketing claim: All Natural!
After a lifetime of eating, no words mean less to me than "all natural." Bottled water claims to be 100% NATURAL* CALORIE-FREE. Why did anyone speculate that I'd think differently? Was there a conspiracy going around that their product was bottled android sweat? Outside of a hydrogen fuel cell, where does one even find unnatural water?
On that same bottle of what I assume was non-voodoo water, I searched for the asterisk referred to by "100% NATURAL*" and it led to the explanation, "*100% Natural Ingredients." Oh, ingredients. I thought water is an ingredient. What ingredients would water need, apart from Hydrogen and Oxygen of course? Then why do I need to be told that both Hydrogen and Oxygen are naturally occurring substances? Wait, is there an unnatural version of the two!?
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| Marketers, you know, we have kinda evolved from this. |
Common sense should tell us that “natural” is anything that occurs naturally (DUH). If food scientist could prove that cat urine can add a zing to a certain flavor without serious health impacts, it can be totally labeled “natural”.
Here’s the funny part, the FDA doesn't even define the word "natural," so it's used by a variety of food manufacturers in an effort to imply their products are somehow better for us. We've seen it on everything from potato chips to cereal boxes. The USDA, on the other hand, allows meat and poultry to be labeled "natural" if they don't include artificial colors or ingredients, and are not more than "minimally processed." But the rest of the food supply's definition of natural is up for grabs.
There have been instances when yeast has been treated with MSG and called “all natural” because the company just chose not to mention the MSG bit. In fact a few rather well known companies have had to call it quits with the marketing jargon. It is easy to identify when the companies are faking it. Corn syrup, and partially hydrogenated soybean oil are the regular suspects that feature on “all natural” ingredient list.
Of all the products meaninglessly described as "all natural," I think I have the most problem with fruit juice. What loathsome lack of ethics would allow someone to make synthetic fruit juice? And how in the world would it be easier than making it the regular way? Do you hold a jar under the farmer while he jogs? Do you extract from a dumpster outside a Chinese restaurant? Any factory worker trying to squeeze will tell you: artificial fruit juice is more trouble than it's worth.
The consumers are also to be blamed. If we want fruit juice, and we insist on it being “all natural”, what stops us from making it at home? We look for convenience (a little too much in fact) and then we crib that companies take us for granted. If you want it your way, then make it your way. If enough number of consumers wake up to it companies are bound to notice it.
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