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Why ‘natural’ is so nebulous

Can kettle chips baked with just potatoes and canola oil be called natural? What if that canola was genetically modified? How about an herbal extract? The plant source is obviously natural, but are the extraction and processing methods? It’s crazy-confusing to tell what’s truly natural, especially since there isn’t an official definition. Still, somehow consumer packaged goods companies making natural claims must get it right—or get sued. Antonio Gallegos, of counsel at Greenberg Traurig, dishes the dirt on this wishy-washy word and how natural entrepreneurs can work with it.

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