What’s in a Name – Organic vs. Natural?

By: Jonathan Groveman

During a recent trip to my local supermarket, I was not the first person, and certainly will not be the last, to ask myself the perplexing question: should I buy the “organic” tomato sauce or the “natural” tomato sauce? The answer unfortunately is not a simple one. On a label, they seem to be identical in quality, they both seem to benefit the environment and the price difference may not be that substantial. The buyer is left to debate whether the nominal price difference is worth it, and then choose which one they believe has greater benefits for their health and the environment.

The reality is there are a few significant differences between the branding of organic and natural that consumers need to know. The primary difference is that the U.S. Department of Agriculture established the parameters for organic and regulates its implementation and regulation. There are strict standards placed on organic, and manufacturers face fines and sanctions if they do not comply. Manufacturers are authorized to use the “USDA Organic” seal if they ensure that 95 percent or more of the contents were grown and processed in a chemical-free environment. Furthermore, manufacturers are also allowed to advertise 'made with organic ingredients' as long as they ensure that 70 percent or more of the ingredients were grown and processed in a chemical-free environment.

Natural branding on the other hand has no restrictions placed on it. There are no regulations or sanctions in place governing a manufacturer's use of the term natural.Natural strictly applies to the processing and packing of the product and not to how it was grown. It is left to manufacturers to educate shoppers why their product is natural and that it was produced in a chemical-free environment. It is left to the consumer to trust this information and hold manufacturers accountable if they believe that the information provided was blurring the truth or not factual. Although consumers are accepting this risk, they at the same time may be purchasing an identical product to organic, with a possible lower purchase price. Certain products, including food, household cleaners and cosmetics are greater affected by their production and not how the products were grown, so the differences between the branding may be negligible.

The most important thing for answering the perplexing question of which tomato sauce to buy is what the consumer is really looking for – are they more interested in how the product was grown or how it was processed? Consumers should research their desired products and make a conscious decision based on their health, environmental and financial-related expectations and shop around at different supermarkets and farmers markets to buy what they are looking for; although the decision is ultimately theirs to make, knowing the facts before hand will assist them in making their purchase.