The nuance of ‘natural’
INDIANAPOLIS (WISH) – One of the most sought-after food marketing term isn’t regulated by any agency. So what does “natural” even mean?
Lori Taylor has a lot of experience in the kitchen; chopping, shredding and dicing. But when it comes to a controversial food marketing term Taylor doesn’t mince her words.
“As far as I’m concerned, as a food marketer, if you’re putting the term all-natural on a junk food or a piece of candy, you are not a noble food marketer. You are tricking consumers,” said Taylor.
“Natural,” according to a 2015 Consumer Reports survey, is a term that more than half of consumers seek out for their food. There’s just one problem; there’s no definition for it, at least no regulated definition.
“We are seeing that term natural everywhere when really it only applies, it’s only legally defined, in the meat, poultry and egg processing,” said Taylor.
But all-natural juice, or drink mix? Natural crackers or chicken broth? It’s whatever the company of that product determines natural to be. That could mean no added preservatives, but it could not. It could mean fewer ingredients, or it could not.
However, there is one thing it almost always means: more sales.
“It’s over a decade-long trend. Natural and organic food has been the largest growing department in Kroger nationally and here in this region for 11 years in a row and I’m pretty sure we’re going to make it a 12 year winning streak,” said Kroger Spokesperson, John Elliott.
Three and a half years ago, Kroger started its line of Simple Truth products. Touted as organic, natural and free from more than 100 artificial preservatives and ingredients, the products began flying off store shelves.
“Simple Truth started from $0 in sales and grew to over $1 billion in sales in roughly a year, a little over year, it’s phenomenal, fastest growing new brand in Kroger history,” said Elliott.
Elliott says there’s good reason for it. Kroger has a very specific definition for natural, essentially it regulates itself. Spelled out clearly on its Simple Truth website, customers know what they’re getting, or more accurately what they’re not getting in the products.
But what about the thousands of other natural products? How do you know what you’re getting? Taylor offers expert advice.
“It’s real simple, it’s minimal ingredients is what I believe the essence is, because it is not a defined term. You would have to ask everyone what their opinion is on how you define natural. That’s how I define it. Natural. It is food that is as close to its original state as possible.”
The easiest advice to shopping natural? Check out the ingredient list, the fewer the better and if you want to play it really safe, just stick to produce section.