The Natural Products Association (NPA) granted its Natural Home Care seal to Green Works® Natural Bathroom Cleaner, making it the first home cleaning product to be certified as natural under the organization’s new certification program.
The seal means that the NPA and an independent third-party certifier have reviewed the product’s ingredients and manufacturing processes and determined that it meets the organization’s rigorous guidelines. Until the NPA launched its home care product standard in February, there was no independent certification program in place focused exclusively on verification of natural ingredients and products. Now, the NPA’s easily identifiable seal will help consumers discern which products meet its high standard of “natural.” Shoppers can expect to see the seal on store shelves by May.
“The new natural standard for home care and the products that receive the NPA’s certification seal will inject integrity into natural, and provide peace of mind in the marketplace for the person who matters most, the consumer," said Daniel Fabricant, Ph.D., vice president of scientific and regulatory affairs at NPA.
Despite a surge in popularity of natural cleaners, confusion among consumers about what makes such products natural is high. A recent national survey* found that 77 percent of those surveyed reported confusion as to what natural means when it comes to home care products.
The Natural Certification Program and Seal of Approval
The NPA standard is science-based and was developed by a team of experts from the association as well as natural products manufacturers, suppliers and retailers. The advisory panel drew from a variety of sources, including relevant international standards, third-party organizations, existing research, and years of experience in the field.
Under the new program, products must follow strict guidelines set out by NPA to merit bearing the seal. The criteria include, but are not limited to:
• Product must be made up of at least 95 percent truly natural ingredients or ingredients that are derived from natural sources, excluding water
• No ingredients with any suspected human health risks
• No processes that significantly or adversely alter the natural ingredients
• Ingredients that come from a purposeful, natural source (flora, fauna, mineral)
• Processes that are minimal and don't use synthetic/harsh chemicals
• Non-natural ingredients only when viable natural alternative ingredients are unavailable and only when there are absolutely no suspected potential human health risks
• Transparency and full disclosure of ingredients
The full set of criteria and the new seal can be found on the NPA website at www.TheNaturalSeal.org.
* Based on a national online survey of 1,002 consumers with partner Braun Research on Sept. 17, 2009, about natural home-care products. The findings have a margin of error of +/- 3 percentage points at the 95% confidence level.
Natural Products Association
The Natural Products Association, founded in 1936, is the largest and oldest non-profit organization dedicated to the natural products industry. The Natural Products Association represents more than 10,000 retailers, manufacturers, wholesalers and distributors of natural products, including foods, dietary supplements, and health/beauty aids. As the leading voice of the natural products industry, the Natural Products Association's mission is to advocate for the rights of consumers to have access to products that will maintain and improve their health, and for the rights of retailers and suppliers to sell these products. For more information about the Natural Products Association, visit www.NPAInfo.org.