Tyler Martin
Professor Kanter
ESE 360
11 October 2014
Are Students Being Tricked by “Natural” Food Labels?
Walking down the buzzing, fluorescent aisles of Meijer, I’m overwhelmed by products of all shapes, sizes and colors. I still have a monumental list of tasks I need to get done after grocery shopping, so naturally I’m in a rush. I glance at a few boxes of pasta and compare the prices. I can get a standard sized box of rotini for $1.79 or the same sized box of the “natural” variety for only 20 cents more. I’ve been trying to be more conscious about what kind of products I buy and consume lately, so without much thought I snatch the box with the green label emblazoned with a leaf, throw it in my cart, and get a little buzz of positivity, thinking that I’m doing good by the planet and myself. But is what’s actually in that box of pasta what is being advertised? It turns out that these “natural” products may be misleading.
The University of Illinois is home to over 40,000 students across from many different economic backgrounds. Many students, however, don’t have a large budget for groceries after the costs of living, books and tuition. This makes shopping healthy difficult. Local stores such as the Common Ground Food Co-Op and Strawberry Fields have a large selection of organic foods, but the choices are often expensive. This forces many students to shop at the big supermarket chains such as Wal-Mart, Meijer, and Schnuck’s.
These stores have been increasingly offering products that satisfy the growing demand for healthier food at a price that often beats the local stores. Wal-Mart started carrying its Wild Oats brand earlier this year, Meijer has the “Naturals” and “Organic” labels on its products, and Schnuck’s carries its own “Full Circle” line of foods, and because products are backed by enormous corporate interests, the cost of these products is significantly reduced. The problem is that in order to supply the huge demand for these products, these companies need to cut corners. According to Carey Gillam, a study published earlier this month by the non-profit organization Consumer Reports shows that there are trace amounts of GMO crops inside products labeled GMO-free. Additionally, products that carry the “natural” description “contained substantial amounts of GMO ingredients.” The press release accompanying the study on the Consumer Reports website expands on this, finding that “more than eight out of 10 consumers believe that packaged foods carrying the natural label should come from food that contains ingredients grown without pesticides (86 percent), do not include artificial ingredients (87 percent),” which is patently false.
It appears that the reason for the confusion lies in the lack of regulation of the “natural” labelling. There is currently no list of standards that a product must satisfy in order to place have the “natural” label on the packaging. The Consumer Reports press release explains, “The FDA has not developed a formal definition for use of the term ‘natural’ or its derivatives. But the agency has not objected to the use of the term if ‘nothing artificial or synthetic (including all color additives regardless of source) has been included in, or has been added to, a food that would not normally be expected to be in the food’—though these are still found extensively in ‘natural’ labeled foods.” Until the FDA takes action on this issue, consumers will continue to be tricked by these labels.
I’ve been duped by the deceitful marketing on food plenty of times, but it’s not only the “natural” label that’s misleading. The imagery associated with these products is often green fields and rolling hills, a picturesque vista. It’s hard not to think that these kinds of places are where my food comes from. Michael Pollan addresses the disconnect between labels and the truth of big food production in the documentary Food, Inc. Pollan says, “If you follow the food chain back… you find a very different reality. The reality is a factory. It’s not a farm. It’s a factory.” Shoppers need to start going with a skeptical eye if they are not to fall into this trap.
So while the short term costs of the foods labelled “natural” in the big stores may be lower than the fresh products found in Strawberry Fields or Urbana’s Market at the Square, students may not be fully aware of the problems associated with the cheaper alternative. When shopping on a budget, students should consider checking for sales at Common Ground and only buy what’s in season. If it still isn’t financially feasible, they should do their homework before going to the store, research what brands really are natural, and always read ingredients lists. I know I’m going to make changes to my habits as well. The only way to show supermarket chains that we want clear, honest labelling on our products is by voting with our wallets.
Works Cited
“End the Confusion Over the Term ‘Natural’ on Food Labels.” Consumer Reports. 4 July 2014. <http://www.consumerreports.org/cro/news/2014/07/end-the-confusion-over-the-term-natural-on-food-labels/index.htm>.
Food, Inc. Dir. Robert Kenner. Movie One, 2008.
Gillam, Carey. “U.S. Foods Labeled ‘Natural’ Often Contain GMOs, Group Reports.” Reuters. 07 Oct. 2014. Web. <http://www.reuters.com/article/2014/10/07/us-usa-gmo-labeling-idUSKCN0HW0R520141007>.