Cereal Crimes: How “Natural” Claims Deceive Consumers and Undermine the Organic Label—A Look Down the Cereal and Granola Aisle

Cereal Crimes: How “Natural” Claims Deceive Consumers and Undermine the Organic Label — A Look Down the Cereal and Granola Aisle, The Cornucopia Institute, October 2011.

  • “This report explores the growing trend toward labeling conventional foods as “natural,” focusing on breakfast cereal and granola, which are considered staples in many American households. Since breakfast cereals are popular with children, it is especially important for parents to be aware of the differences between “natural” products, with conventional ingredients, and certified organic ones. Children are especially vulnerable to the harmful effects of synthetic pesticides and other inputs that are commonly used in “natural” products but prohibited in organics. This report stresses that the terms “natural” and “organic” are not interchangeable, and an analysis of the differences shows why health-conscious and ecoconscious consumers should check carefully for the word “organic” before putting a box of cereal or bag of granola in their shopping cart.”
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