Consumer confidence in "natural" labels

by Donna Berry
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Food products labeled “all natural” don’t wash with eco-consumers, according to a recent survey from Mambo Sprouts Marketing, a firm based in Collingswood, NJ, that specializes in natural and
organic product marketing and promotions.

It surveyed the organic buying habits of 1,000 natural-product consumers and learned that they were not confident that products labeled “natural” truly held up to the word. One in three (34%) were either “not very” or “not at all” confident in current natural labeling. Two in three (65%) were very interested in a uniform standard to certify natural products, including ingredients and processes that are labeled as natural. They favored natural labeling certification by an independent, nonprofit organization (33%) or a government standard (27%). Respondents were less interested in an industry/company-supported standard (23%) or retailer certification (18%).

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