Matt D'Amour, YumButter: We should ban the word ‘natural’ on food labels
Next we spoke to Matt D'Amour, co-founder of nut butter brand YumButter (pictured right).
Overall, I feel the word natural when present on food labels is very misleading and takes advantage of consumers, who by no fault of their own have been duped into thinking natural equates with ‘healthier for you’ food. Instead of trying to find blanket words that represent or stand for natural, I believe that we should actually prohibit the word from being used altogether. I believe the result of this will allow other certifications (like USDA organic) to have a greater and more potent impact on consumers purchasing behavior.