Natural & organic came of age in the hippie co-op ghetto with a peace sign on the door and tie-dye aprons for the produce team. The market shed that stereotype decades ago, but social values still hover over much of the industry, and rightly so. There may be a need to add some edge to the ethic as battles rage to define natural and maintain authenticity in the mainstream.
NBJ Editor's letter: Do GMOs give the natural products industry an unlikely opportunity to fight for true "natural?"
NBJ editor's letter - GMOs provide a weapon the industrty can use to take faux natural away from big CPG