Lawsuits have abounded in the healthy foods market over which ingredients qualify as "natural" and which ones don't. Is alkalized cocoa natural? Is brominated vegetable oil natural? Is lecithin from genetically modified soy natural? All that matters is what a "reasonable consumer" thinks the word means, but what's a reasonable consumer? With all the hubbub, it's hard for an entrepreneur to know how whether to use the word "natural" or not. Industry consultant Tim Avila breaks gives his advice on the subject, and offers an alternative for those shy about taking the risk.