Next we spoke to Sheryl O’Loughlin, CEO at functional beverage brand REBBL.
At REBBL, we prefer to focus on organic but I do think there is a place for food that isn’t quite organic but is not chemical and synthetic. It’s 'cleaner' and provides a safer gateway into organic and biodynamic products at a more affordable, accessible price point.
As demand continues to soar and natural has gone from niche to mainstream, having greater clarity around standards for natural is that much more important to ensure that the purity of natural isn’t diluted as natural continues to be realized as a market opportunity. I believe that what should be included in the definition is that ingredients are from the earth with nothing synthetic or artificial added.
Products considered natural should not be not grown or processed in a way that uses synthetic ingredients, additives, or inputs to change the chemical structure of the ingredients.