FOOD VISION USA CEO vox pop: What is 'natural?'

17-Dec-2015 - Last updated on 17-Dec-2015 at 16:20 GMT

The FDA has just cranked open Pandora’s box with its surprise bid to explore a working definition of ‘natural’ on food labels. As part of our Food Vision USA program, FoodNavigator-USA quizzed food & beverage CEOs to find out what they think it means, and whether the FDA has bitten off more than it can chew… (Best viewed on your desktop.)

Food & beverage CEO vox pop: What is 'natural?'

FOOD VISION USA: What next for natural claims?

Vincent Kitirattragarn, Dang Foods: Only fresh produce and bottled water should really be called natural

Anthony Flynn, YouBar: Natural foods only utilize ingredients available before the Industrial Revolution

Christine Day, LUVO: It’s great to see the FDA taking action

Greg Steltenpohl, Califia Farms: We avoid using the term 'natural' altogether

Sheryl O’Loughlin, REBBL: I do think there is a place for food that isn’t quite organic but is not chemical and synthetic

Taylor Collins, EPIC: The term ‘natural’ on food labels has little to no meaning now

David Meniane, Victoria’s Kitchen: It would be great to get clarification on citric acid

Lior Lewensztain, That’s It: Minimal processing and a shorter and simpler ingredient list…

Ryan Tu, Three Bridges and TableRunner: By default we follow the USDA’s guidelines

Shane Emmett, Health Warrior: The FDA needs to move more quickly to keep up with the American public

Brian Rudolph, Banza: At a minimum, this will spark a debate

Kate Weiler, DRINKmaple: Labeling should be easy to understand

Alex Bayer, Genius Juice: The word ‘natural’ has been misused for years

Ari Raz, Once Upon a Farm: We fully support the FDA’s initiative

Matt D'Amour, YumButter: We should ban the word ‘natural’ on food labels

Kyle Redfield, KonaRed: The FDA should give some indication on where the line is

Daniel Sullivan, Temple Turmeric: I worry that the ’natural’ definition will be driven by big corporations

Paddy Spence, Zevia: To me, Non-GMO Project Verified means ‘natural’

Caroline Beckman, Nomva: ‘Natural’ and ‘clean label’ are synonymous

Paul Albrecht, Simply7 Snacks: If natural means something different to everyone, it will ultimately mean nothing to anyone

Todd Siwak, Ferrara Candy Co: There’s value in partnering with credible third party sources

Jay Klein, Pür Gum: Definition will give consumers confidence

Phil Anson, Boulder Brands: USDA and FDA need to be on the same page

Chuck Casano, Pitaya Plus: FDA probe is absolutely a good idea

Norman Snyder, avitae: This is definitely a good thing

Krik Angacion, ProFormance Foods: There needs to be greater clarity

Poorvi Patodia, Biena Foods: I applaud the FDA

Bill Keith, Perfect Bar: A definition could limit lawsuits that continue to thwart growth for many of the good guys

Related tags Food vision usa Chief executive officer Fda

1 comment

ICBINB remake

Posted by Robbie Vander, 23 December 2015 - 23:19 GMT

What in the world was this company thinking redoing a spread that was a best seller. It is now horribly tasteless and watery. It is like Crisco with yellow coloring. When we open the top it is all water. It won't even dissolve. Been a customer all our life but no more. SOOOOOO disappointed - who in the world decided to do this. Please go back to the original recipe.