US labelling scheme helps battle ‘naturalwashing’

The ‘Natural Seal’ initiative in the US is gathering momentum, reports

The scheme was launched four years ago by the Natural Products Association in a bid to tackle the growing problem of “naturalwashing”.

In the last 90 days the number of product registrations has grown by 90%, with around 1100 products now carrying the NPA’s Natural Seal.

In a blog piece, editor Carlotta Mast says that the scheme is helping “bring actual meaning to the natural label in the personal care and home care products categories”.

Now the scheme is being extended into the food arena where Mast says label confusion is particularly prevalent. The first categories to be tackled are likely to be snacks and cereals, meat and poultry. However, the NPA says it may be early 2013 before the first set of food standards are finalised.