In June 2016, the Animal Legal Defense Fund (ALDF), a non-profit law organization that aims to protect the rights and advance the interests of animals through the legal system, filed a lawsuit alleging that Hormel was misleading consumers through its “Natural Choice” product line of lunch meats and bacon. They filed the suit stating that it was in violation of the DC Consumer Protection Procedures Act. The basis of the lawsuit was that the ALDF alleged that Hormel used the “natural” food label claim although the products contain additives, hormones, antibiotics, and artificial preservatives.
Surveys and research conducted over the last few years have found one thing in common: consumers don’t understand what “natural” means when they see this claim on food labels and packaging. In 2014, a survey conducted by Consumer Reports of over 1,000 people found that 66% think they term “natural” means the food item has no artificial ingredients, pesticides, or genetically modified organisms. In addition to the Consumer Reports survey, research has also shown that 47% of American consumers actively look for natural products and 65% consider natural products as “better.” Well, I hate to be the bearer of bad news, but natural doesn’t mean the product is better, and it doesn’t mean that the product is pesticide or GMO-free.