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Healthy Nation Coalition, a non-profit organization dedicated to dietary guidance that focuses on adequate essential nutrition, agrees with the petition put forth by Consumers Union. We suggest that the "natural" label be prohibited on food by issuing the following interpretive rule: The term 'natural,' or any derivation of the term, such as 'naturally grown,' 'naturally sourced' or 'from nature,' is vague and misleading and should not be used.

When applied to food, the word "natural" has come to be associated with "better for you." However, this association is a rhetorical one, not one based in nutrition science. As a result, the use of the term "natural" on a food label is far more useful to food manufacturers than to consumers. It offers a "health glow" to products that may or may not provide any nutritional benefits and is often a way of "health-washing" products that, without such labeling, may rightly be interpreted as poor nutritional choices. "Natural" label claims may be confusing to consumers, obscure the nutritional value of food, and distract consumers from attention to the nutritional quality of the food. Therefore, we suggest that the term "natural" and any derivations thereof be prohibited in label claims for foods derived from plants, animals, and combinations thereof.

—Adele Hite (consumer group)