Clorox Benefits From FDA’s Decision on Natural

Yesterday I went on a bit of a diatribe about the FDA’s reluctance to define the word, “natural”.

The FDA dealt a disappointing blow recently to consumers hunting for natural choices for their families. Despite petitions … the FDA declined to issue a regulation that would define use of the word “natural” on food packaging in the near future, stating:

…”we’re not sure how high of an issue it is for consumers”. . .

Well it looks like it just became a bigger issue. Announced today:

The Clorox Co., the Oakland firm that introduced bleach to American households a century ago, is adding a series of natural, biodegradable household cleaners called Green Works to its $4.8 billion family of cleaning and household products.

• » See also: The Joy of Green Cleaning by Leslie Reichert
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The first major manufacturer to launch a line of natural cleaners, Clorox will distribute Green Works products at major retailers and will support them with an extensive advertising campaign. …which means we’ll be seeing a lot more of the word, “natural” out there.

But what does it mean?

Currently the FDA has this say about use of the word, “natural” on product packaging.

From its 1993 policy:

“FDA has not established a formal definition for the term ‘natural’, however the agency has not objected to the use of the term on food labels provided it is used in a manner that is truthful and not misleading and the product does not contain added color, artificial flavors, or synthetic substances. Use of the term ‘natural’ is not permitted in the ingredient list, with the exception of the phrase ‘natural flavorings’.”

That leaves a lot of wiggle room.

Until the FDA chooses to better define use of the term, “natural”, consumers should read ingredient lists and avoid cleaning products that contain volatile organic compounds. A list of some of the top ingredients to avoid can be found at National Geographic’s Green Guide.

And…don’t’ forget to write to the FDA.

We need their input now more than ever.

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