American food culture is steadily progressing to support generally healthier lifestyles and has been for a while now. We tend to gravitate towards places like Mother's Market and Whole Foods because they put an emphasis on their products being organic and natural. While the meaning of the word organic leaves very little room for misinterpretation, the FDA will seek to clarify the exact definition of the word natural.

After receiving three Citizen Petitions demanding that there be some transparency to the definition, the FDA has asked consumers and the general public to provide them with any information in regards to what they believe it means. They even received a fourth petition requesting that the word natural be prohibited altogether, and for good reason.

The word natural has no real, concrete meaning in terms of food, but it certainly does come with a lot of connotations, especially when it's paired with organic or preceded by "100%" and/or "all." The use of these terms increase purchasing intent and confuse consumers into believing that the product in question is healthy for you because it is natural. And anything that is natural must be good for you, right?

Naturally.

Image Source: Huffington Post, Metro Farm, Mom At The Meat Counter