With consumers everywhere striving to maintain health-conscious, organic and environmentally friendly diets, it’s no surprise that processed foods boasting a “natural” label are gaining attention—but just how “natural” are these foods, really?

According to a recent survey by Consumer Reports, two-thirds of health-conscious shoppers are now choosing to purchase these sorts of goods. However, they are doing so with the assumption that these fares are free of artificial ingredients and colours, toxic pesticides, and genetically modified organisms (GMOs).

Ali Ramadan, a homeopath and co-owner of supplement distributor GNA Naturals, notes that unless companies can verify these claims, the term “natural” is nothing more than “a marketing tool.” Currently, neither Health Canada nor the Food and Drug Administration (FDA) have official definitions or regulations when it comes to packaged foods bearing a “natural” label.

“From a food science perspective, it is difficult to define a food product that is ‘natural’ because the food has probably been processed and is no longer the product of the earth,” says the FDA on its website. The agency adds that it doesn’t object to the term’s use if a food “does not contain added colour, artificial flavors, or synthetic substances.”

This lack of definition has sparked recent debate in the U.S. After receiving three citizen petitions to define “natural” or ban its use entirely, the FDA has put out a request for comments on the situation. Until May 10, consumers may offer their thoughts to the organization on how to properly delineate the term.

In January, The Organic & Natural Health Association also abandoned its plans to create a certified “natural” seal, citing a “conflict of interest with an inherent legal risk” in “[defining] the standards for natural.” However, Karen Howard, CEO of the association, notes that there is still a strong need for the industry to clearly outline the phrase.

Ramadan adds that this overwhelming lack of clarity also makes it difficult for retailers to tell the difference between “good” and “bad” products.

As a result, he says, vendors should focus on purchasing non-GMO vitamins instead of supplements labelled as “natural”—companies are required to verify that their products are non-GMO. In fact, Health Canada does a safety assessment on all genetically modified foods proposed for sale nation-wide, demanding that organizations submit detailed scientific data for review and approval before their products can be sold.

Despite all of this, the “natural” label is still extremely appealing for consumers. As it happens, 87 per cent of those surveyed by Consumer Reports admitted that they would even pay more for “natural” foods—if they met their expectations. Nonetheless, retailers must consider the controversy surrounding these products before they stock their shelves with them.

Ontario Premier Kathleen Wynne has announced that the province will allow for the sale of wine in up to 300 grocery stores, starting with about 70 supermarkets by this fall.

The initial grouping of 70 “universal” licences for grocery stores to sell wine and beer will be distributed this summer, with the goal to have wine in stores this fall. Grocers will not be permitted to sell wines for less than $10.95.

Of these initial licences for grocery stores, half will be restricted to selling only Ontario Vintners Quality Alliance (VQA) wines for the first three years, while the rest will be able to sell Canadian and international wines as well. After three years, those stores’ restrictions will be lifted, and every three years the province would roll out a new tranche of Ontario-only licences in a bid to support Ontario wineries.

As with the beer licences allocated earlier this year, Ontario will accept bids from grocers interested in selling wine. Of the initial 70 licenses, 18 will be reserved for independent grocers, with the remaining 52 going to both large chain and independent grocers.

“At the end of the day, the government sets the framework and it’s our role to negotiate the best deal we can for independents,” says Gary Sands, vice-president of public policy with the Canadian Federation of Independent Grocers. “So within that framework, we’re happy to have 25% of the licences reserved towards independents.”

IHP Magazine has become media partner with the Third International Congress on Natural Medicine that will take place in Barcelona, Spain, through July 1-3, 2016. This Global Annual Conference will focus on the future of natural health care in the wake of increase consumer demand for access to natural medicine. This year’s topic is “Global Patient Care: Preventing Chronicity Naturopathically.”

Participants will have the opportunity to network with practitioners from over 50 countries and update their knowledge and skills from more than 40 internationally recognized keynote speakers & lectures.

“We believe it is a good thing for Natural Healthcare professionals from around the world to connect and share ideas on the healthcare challenges from a different perspective,” says Anne Marie Narboni, B.A.Com, ND, Executive Congress Chair. “The Congress is endorsed by more than 160 Organizations & Universities Worldwide.”

More information here.