CARGILL: Food is more susceptible to being challenged when consumers don’t understand or accept how it was made
Next we sought the perspective of ingredients giant Cargill.
Are shoppers still looking for ‘all-natural’ products?
Natural claims are still attractive to consumers. However, the public is more closely looking at product labels and consumers have varying definitions of what ‘natural’ means to them.
Food is more susceptible to being challenged when consumers don’t understand or accept how it was made. In general, we see a trend toward greater industry transparency about company products and practices, which we think is a good thing. Well informed consumers are better equipped to make food purchase decisions that are best for themselves and their families, and we believe food manufacturers play an important role in providing consumers with useful and accurate product information.
Has the threat of litigation made manufacturers wary of making ‘natural’ claims?
Litigation regarding natural claims has made some food and beverage manufacturers more wary of putting natural claims on product labels. On the other hand, it has also spurred manufacturers to understand, more precisely, what customers are looking for. They’re asking the question, ‘What is important about a natural claim to consumers?’ The issue has helped companies focus on better understanding consumer desires.
Should the FDA define ‘natural’?
Establishing a regulatory definition for natural would provide clarity for both consumers and the food industry. However, at this time defining natural is not on FDA’s regulatory agenda. Until a definition is established, it will continue to be up to food and beverage manufacturers to weigh the potential risks and benefits of making natural claims.
Contributions from: Jennifer Van De Ligt, associate director, scientific & regulatory affairs; Shirley Boyd, vice president, associate general counsel; and Kate Houston, director, government relations, at Cargill.