DR HOWARD KETELSON, CEO & FOUNDER, ARTY WATER: It's unfortunate we’re listening to Hollywood stars instead of looking at hard data
Next we caught up with Dr Howard Ketelson, founder of innovative new healthy beverage Arty Water (artichoke water).
Does ‘natural’ still resonate?
Specific references to natural ingredients which target unmet needs for the consumer are very appealing. [But] imagery and people surrounding the product can [also] play a huge role in communicating ‘natural-ness’.
Who is driving the clean-label agenda?
Unfortunately many messages from different paths are crossing to determine what constitutes a clean label. It's even more confusing with social media messaging. Whole Foods is a key driver and they have unique opportunity to work with scientific and regulatory agencies to address education needs for the public.
It's unfortunate we have come to a point where we are listening more to social media and Hollywood stars and bloggers than reading on our own, making decisions based on objective data and learning what academics and institutions are doing.
Should the FDA define natural?
FDA does provide a broad description without ‘defining’ natural. It's a subject that should be addressed and I believe led by the FDA to work with the public and companies to define a regulatory pathway that allows certain terminology to be used. [But] I doubt this will ever happen.
Do shoppers get the difference between organic and natural?
I don't think the majority of shoppers understand the differences. Organic produce uses ‘organic’ pesticides in several instances. In some cases an extreme amount is needed.