How “Natural” Claims Deceive Consumers and Undermine the Organic Label—
From: Corporate Greed & Corruption Chronicles Chronicles
A Look Down the Cereal and Granola Aisle Companies’ Marketing Techniques Intentionally Blur Line Between Natural and Organic some companies that started out organic, and built consumer loyalty as organic brands, have switched to non-organic “natural” ingredients and labeling. Peace cereal® is an example. Companies that market “natural” foods to eco-conscious and health-conscious consumers benefit from widespread confusion between organic and “natural.” This section details various techniques that have been used by companies in their attempt to appear to be equivalent to organics, intentionally blurring the distinction to mislead shoppers.
Companies marketing “natural” products merely pay lip service to sustainability and eco-friendliness, while undercutting truly committed organic companies.
Some companies that started out organic, and built consumer loyalty as organic brands, have switched to non-organic “natural” ingredients and labeling. Peace Cereal® is an example of “bait-and switch.” In 2008, the company that owned the Peace Cereal® brand, Golden Temple, switched from organic to cheaper conventional ingredients, without lowering its prices. At the time of the switch, the company also did not change its package design, other than eliminating the USDA Organic seal and the word “organic” from its
cereal boxes. Most egregiously, it did not change the barcode on the cereal boxes. Many retailers and shoppers were unaware of the switch until e Cornucopia Institute conducted an investigation in late 2010.
Some retailers continued to use “organic” read the rest of this story…