Don’t be fooled by “natural”: How to shop smarter, eat cleaner & shift the food system
Most people want to eat food that is safe, clean, and aligned with their values. Unfortunately, many companies exploit this by labeling products as “natural,” “all-natural,” or “100% natural” — terms that sound meaningful but are, in almost all cases, completely unregulated.
Read more about the “myth” of natural foods.
This guide explains what those labels really mean, why they’re misleading, and how you can make practical choices that protect your health, strengthen the organic market, and reduce your exposure to pesticides and synthetic chemicals.
What “natural” actually means
For almost all foods, “natural” has no legal definition. The FDA has declined to regulate the term outside of meat and poultry, and even there, the USDA’s definition is extremely narrow. Meat and poultry may be labeled “natural” as long as they are minimally processed and free of artificial colors or preservatives — but the definition does not restrict: pesticide residues; GMOs; antibiotics; growth hormones; animal welfare practices.
Because consumers believe “natural” implies safety and purity, companies use it freely to boost sales. Independent testing shows that many products marketed as “natural” have been contaminated with pesticides, including glyphosate — the active ingredient in Roundup®. Examples include Nature Valley granola bars, Post Shredded Wheat, and Sioux Honey.
The bottom line is this: “Natural” is a marketing term. It guarantees nothing about how a product was grown or produced.
What “organic” guarantees
Unlike “natural,” “organic” is legally defined and independently verified. Certified organic foods must meet the USDA National Organic Program standards, which prohibit: synthetic pesticides; GMOs; antibiotics; artificial ingredients and preservatives; growth hormones; certain synthetic processing aids. Organic certification also includes soil health requirements, traceability, and specific animal-welfare standards.
Because organic producers comply with real rules and undergo regular audits, their production costs are higher. When companies misuse “natural” to command organic-level prices for conventional products, organic farmers are put at a financial disadvantage.
Why this matters
Surveys show that the majority of consumers believe “natural” means no GMOs, no pesticides, and no artificial ingredients. Many even think “100% natural” is cleaner than certified organic.
That confusion creates real harm:
- Consumers unintentionally pay more for foods that are no different from conventional products.
- Companies exploit the confusion to undercut organic farmers.
- Pesticide-contaminated products continue to receive a “health halo” they don’t deserve.
When enough consumers shift their buying habits, companies respond. We’ve seen this repeatedly with artificial colors, high-fructose corn syrup, and GMOs.
Your choices genuinely matter.
How to shop smarter (a simple 4-step system)
Step 1: Completely ignore the word “natural”.
Treat it the same way you would treat phrases like “farm fresh” or “real goodness.” It’s marketing, not verification.
Step 2: Turn the package over.
Look for:
- The USDA Organic seal
- Non-GMO Project Verified (second-best if organic isn’t available)
- A clean ingredient list
- Real transparency (where the ingredients come from, how animals are raised, etc.)
Step 3: Prioritize in this order:
- Local producers you know
- Certified organic
- Organic + additional certifications (e.g., Regenerative Organic Certified, Certified Humane)
- Non-GMO Verified
- Transparent regional brands
Step 4: Don’t pay extra for “natural.”
If two products are the same except one says “natural,” choose the cheaper one — they are usually identical.
Build a cleaner shopping cart without breaking the budget
You don’t need to overhaul your pantry overnight. Start with the categories where contamination is most common, based on USDA pesticide residue testing and independent analyses:
High-priority items to buy organic (These are also the categories most frequently marketed as “natural”):
- Oats and oat-based snacks
- Wheat products (bread, cereals, crackers)
- Honey
- Apples and apple products
- Strawberries and berries
- Spinach and leafy greens
- Dairy
Medium-priority items:
- Meat and poultry
- Coffee and tea
- Potatoes
- Peanut butter
- “Healthy” snacks (bars, granolas, trail mixes)
Lower-priority items (These typically test low for pesticide residues even when conventionally grown):
- Avocados
- Citrus
- Bananas
- Onions
- Asparagus
How Your Choices Shift the Market
Every dollar you spend is a signal. Here’s how to use that power intentionally:
- Stop rewarding the “natural” premium. Choosing organic over “natural” increases demand for higher standards.
- Support certified organic farmers. They shoulder the real cost of avoiding synthetic chemicals and GMOs.
- Buy direct when possible. Local and regional producers have shorter supply chains, making transparency easier.
- Leave honest reviews. A single review calling out misleading labeling can influence thousands of buyers — and brands watch reviews closely.
- Contact companies. A brief, polite email asking for organic ingredients or real transparency is more powerful than you might think. Even a small number of messages can trigger internal reform discussions.
Make Progress Every Week: The “Cleaner Cart” Habit
Instead of trying to fix everything at once, use this simple weekly ritual:
Once a week:
- Pick one product in your home labeled “natural.”
- Look it up (ingredients, certifications, past testing).
- Replace it with a safer, certified, or more transparent version next time you shop.
In 90 days your pantry will be substantially cleaner — without stress or major cost.
(Habit-based approach informed by Tiny Habits™ methodology, BJ Fogg, 2019.)
