Organic vs. “Natural”: The Deception in Your Cereal Bowl
Shocking Report Unveils Cereal Industry’s Misleading Practices
In October 2011, the Cornucopia Institute released a groundbreaking report titled “Cereal Crimes: How ‘Natural’ Claims Deceive Consumers and Undermine the Organic Label.” This exposé sheds light on the deceptive practices of popular cereal brands, including Bear Naked, Barbara’s, Back to Nature, and Annie’s Homegrown. These companies intentionally blur the lines between organic and natural products, misleading consumers and undermining the integrity of the organic food industry.
The “Natural” Deception
Many consumers assume that “natural” products exclude ingredients such as:
- Petrochemical solvents
- Toxic pesticides
- Sewage sludge
- Genetically engineered ingredients
- Fumigants
However, numerous cereal companies routinely use these ingredients while labeling their products as “natural.” Consequently, this practice creates confusion and erodes trust in the food industry.
Organic Brands Fight Back
Aaron Anker, Chief Granola Officer at GrandyOats, expresses his dismay: “We are shocked at the extent to which many cereal companies are misleading consumers with false and distorted ‘natural’ claims.” Furthermore, he emphasizes that this unethical behavior not only damages the organic foods movement but also creates an unfair market for genuine organic brands like GrandyOats.
Examples of Deceptive Practices
Hidden Standards and Legal Troubles
Most companies fail to disclose their standards for “natural” foods. For instance, Kashi® and Bear Naked®, both owned by Kellogg Company, likely hesitate to inform customers that their “natural” products may contain hexane-extracted and genetically engineered soy ingredients. As a result, on August 31, 2011, a class action lawsuit was filed against Kellogg/Kashi® for allegedly misleading consumers with its “natural” claims.
Bait-and-Switch Tactics
Some formerly organic brands have switched to non-organic “natural” ingredients without adjusting their prices. Peace Cereal® exemplifies this “bait-and-switch” strategy. In 2008, they transitioned from organic to cheaper conventional ingredients while maintaining their premium pricing.
Price Discrepancies
Surprisingly, organic options can be more affordable than their “natural” counterparts. For example, a Boston-area Whole Foods store carried 18 brands of packaged granola in spring 2011. The least expensive option was the Whole Foods private label (365 Organic) organic granola at $0.26 per ounce. Moreover, GrandyOats, a small, 100% organic company in Maine, offers its organic granola at lower prices than Kellogg Company’s Bear Naked® conventional granola.
Genetically Engineered Ingredients in “Natural” Products
Extensive testing revealed high levels of genetically engineered (GE) ingredients in numerous “natural” products. Some products, such as Kashi® GoLean®, Mother’s® Bumpers®, Nutritious Living® Hi-Lo®, and General Mills Kix®, contained up to 100% GE ingredients.
Conclusion: Empowering Consumers
This report serves as a wake-up call for consumers to be more vigilant about their food choices. By understanding the difference between truly organic products and misleading “natural” claims, shoppers can make informed decisions that support genuine organic brands and sustainable farming practices.
For more detailed information on this report, visit: Cornucopia Institute – Natural vs. Organic Cereal
Below are examples in the report, for more visit: http://www.cornucopia.org/2011/10/natural-vs-organic-cereal/.
- Most companies do not share detailed standards for “natural” foods with the public. Kashi® and Bear Naked®, for example, both owned by Kellogg Company, would likely be uncomfortable sharing with their customers that their “natural” foods may contain hexane-extracted and genetically engineered soy ingredients. On August 31, 2011, a class action lawsuit was filed against Kellogg/Kashi® for allegedly misleading consumers with its “natural” claims.
- Some companies that started out organic, and built consumer loyalty as organic brands, have switched to non-organic “natural” ingredients and labeling. Peace Cereal® is an example of “bait-and switch.” In 2008, Peace Cereal®, switched from organic to cheaper conventional ingredients, without lowering its prices accordingly.
- A Boston-area Whole Foods store carried 18 brands of packaged granola in the spring of 2011. While one would expect that the least expensive granola products would be conventional and the most expensive would be organic, that was not the case. The least expensive is the Whole Foods private label (365 Organic) organic granola, at $0.26 per ounce.
- GrandyOats, a relatively small, 100% organic, independent company in Maine, offers its organic granola at lower prices than agribusiness giant Kellogg Company’s Bear Naked® conventional granola.
- After extensive testing, numerous “natural” products were indeed contaminated with high levels of GE ingredients, sometimes as high as 100%, such as: Kashi® GoLean®, Mother’s® Bumpers®, Nutritious Living® Hi-Lo®, and General Mills Kix®.
Source: Cornucopia Institute
