Report Says Natural Labels Undermine Organic

CORNUCOPIA, Wisc.A new report from The Cornucopia Institute, Cereal Crimes: How Natural Claims Deceive Consumers and Undermine the Organic LabelA Look Down the Cereal and Granola Aisle," claims some of the nations largest breakfast cereal manufacturers are using abusive" marketing practices.

The organic watchdog says there is a  growing trend of marketing conventional foods as natural" to lure health-conscious and eco-conscious consumers and their shopping dollars," despite any regulations defining the term natural."

 Some companies that started out organic, and built brand loyalty as organic brands, have switched to non-organic ingredients and natural" labeling," said Charlotte Vallaeys, Director of Farm and Food Policy at Cornucopia.

The organization offers Peace Cereal® as an example of this bait-and-switch" tactic: In 2008, the Peace Cereal brand switched from organic to cheaper conventional ingredients, without lowering its prices. Today, the cereal is sold in natural food stores and mainstream grocers at prices above many of their certified organic competitors that are using more expensive organic ingredients."

The report notes that some cereals labeled as natural," including Kashi (Kelloggs), Mothers (PepsiCo), Nutritious Living, Barbaras Bakery (Weetabix), and 365 (Whole Foods Market), contain high levels of GE ingredients (all above 28%, some as high as 100%) even though a number of these companies represent their products as non-GMO".

Cereal Crimes" includes an Organic Cereal Scorecard rating various breakfast cereal and granola brands that support healthy and environmentally sustainable practices.

Committed organic companies, rated highly in the Cornucopias online scorecard, must compete against giant multinationals such as Kraft Foods (Back to Nature), Pepsico (Mothers) and Kelloggs (Bear Naked /Kashi) and misleading natural" marketing claims," stated Mark A. Kastel, Codirector at the Wisconsin-based Cornucopia Institute. When marketers intentionally mislead consumers with their natural" products, they are taking business away from the companies providing truly safe and healthy food and supporting certified organic farmers."