Certifiable success: Natural Seal up 50%

NPA's Natural Seal certification program hits 1,200, up 50 percent in the last year. 

The Natural Seal program grew by 50 percent in the last year according to data released today by the Natural Products Association, the group that leads the effort to stamp the seal on products that are at least 95-percent natural.

Whether they're shopping for products to make their lips or toilet bowls shinier, consumers can now look to the label to inform their choices for personal and home care products. Today, 1,200 products and ingredients carry the seal. The program fights the misleading green miasma that can cloud consumers' judgments as confusing packaging lures them from truly natural products to those that are not-so-natural, but swaddled in leafy logos, touting wholesome claims.

“How can shoppers be completely confident that the items they’re purchasing are truly natural? The solution is the Natural Seal,” said John Shaw, NPA executive director and CEO. “Nationwide, more and more people are making the choice to go natural for the products they buy. The Natural Seal helps them quickly and easily identify truly natural products for themselves and their loved ones.”

“We’ve been seeing brands both large and small apply for Natural Seal certification. As consumers and retailers are asking for natural products, manufacturers are stepping up to answer the call,” said Cara Welch, Ph.D., NPA senior vice president of scientific and regulatory affairs. “The growth in the program in just one year’s time has been phenomenal. It’s exciting to see the accelerating demand for natural products.”

According to the NPA, more than 85,000 stores nationwide carry products with the Natural Seal, 726 products and 485 ingredients have been certified natural and 91 companies offer certified products or ingredients.

Home care products certified with the Natural Seal feature a green logo with a leaf inside a house, personal care products show a logo with a segmented leaf. If only people's inner contents could be as clearly identified.

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