Natural Products Definition Sought

WASHINGTON - Sep 17/07 - SNS -- Efforts to create a legislated definition for the term "natural" used by the food and cosmetic industries is slowly gaining momentum in the United States.

"Arriving at a clear definition of the word natural and clearly and easily communicating it to consumers is something everyone wants," says Mike Indursky, Chief Marketing and Strategic Officer of Burt's Bees.

The team has expanded to include other like-minded companies such as Bronner's, Aubrey Organics and Pangaea to help further develop the standard. The Natural Products Association will lead the development of the consortium and drive the formal process of creating and implementing the Standard and ultimately develop a seal that can be used on all packaging to help consumers easily identify these truly natural products as those that meet the standard. The consortium will eventually include retailers, vendors, industry organizations and other interested parties.

To reinforce the need for an industry standard, Burt's Bees has developed Burt's Bill to demonstrate consumer support for the initiative. Burt's Bill is a consumer petition calling for one unified standard for all natural personal care products. Through online and grassroots initiatives, such as the Bee-utify Your World Mobile Tour, Burt's Bees has compiled a total of almost 30,000 signatures. Most recently, Senator Tom Harkin (D-IA), a leader in organics and naturals, signed Burt's Bill to show his support of the effort.

In addition to creating a standard and a seal, the group will offer guidance to other companies that want to ensure their formulas meet the standard.