The marketing of a food can make a big difference in the decision to purchase. While cost and taste are significant factors in that decision, the healthiness of a food is an equally important influencer for many, and food companies are well-aware of this. By claiming a product to be organic, clean and natural, companies give the impression that their product is not only healthier, but that the company cares more for the consumer, all while charging a premium. Since these claims are being used more frequently, it's helpful to know how they're being regulated and what they actually mean.
Organic - "Organic" refers to the way agricultural products are grown and processed. Organic food is produced without pesticides, synthetic fertilizers, drugs, antibiotics, animal cloning, genetic engineering and irradiation and organic standards prohibit the use of artificial additives.
Although there isn't enough scientific evidence to say that organic food is more nutritious than non-organic food, or that there are specific health benefits associated with organic products, the label "organic" still carries with it the suggestion of a healthier product. While some foods grown organically may have more nutrients, others have less than their non-organic counterparts. As well, small differences in the nutrient content of organic foods have not been found to be beneficial to overall health. Factors including soil quality, growing conditions, harvesting methods, and the species and diet of the animal can affect the nutritional content of a food, whether organic or not.
In Canada, only products with an organic content greater than 95 per cent can be labelled and advertised as organic. For products with multiple ingredients, each organic ingredient must be identified as organic in the list of ingredients. Products with 70-95 per cent organic content must state the percent of organic ingredient content and these products cannot use the organic logo. With products containing less than 70 per cent organic content, the organic ingredients must be identified as such in the list of ingredients and the product cannot use the organic logo or make the claim of being organic or containing a percent of organic ingredients. The label of an organic product must also indicate the name of the certification body that has certified the product as organic.
Bottom line: A product labelled as "organic" could have varying amounts of organic ingredients and this content should be labelled. Check the ingredient list to find out what components are actually organic.
Clean - Clean eating is promoted as a way of eating that focuses on whole foods with simpler ingredients. While you might not see a front-of-package label stating that a product is "clean", the words "free-from" will often appear instead. Claims of a product being "free from preservatives" or "free from artificial colours" embody the ideology of clean eating and are another method for food companies to appeal to our desire to be healthier. However, a product that is "free from" is not always healthy or healthier. Marshmallows labelled as "fat-free" are still high in sugar and chips labelled as "trans fat-free" are often still high in sodium and saturated fat.
In Canada, a product can be labeled "free from" as long as that claim is not misleading. For example, a label of "hormone free" cannot be attached to meat, poultry or fish products because they contain naturally occurring hormones.
Bottom line: Although the Canadian Food Inspection Agency prohibits the use of misleading claims, it's important to check ingredient labels to confirm that the product you're buying contains the ingredients you believe it does.
Natural - The labels of "nature", "natural", "Mother Nature", and "Nature's Way" are often misused on food packaging. When the words "natural" or "nature" are used in a trademark name, such as in the "Nature Valley" brand of granola bars, that product must meet certain requirements according to the Canadian Food Inspection Agency. "Natural" products cannot contain added vitamins, minerals, artificial flavours or food additives. Products labeled as "natural" cannot have a naturally-occurring component removed, such as removing caffeine from coffee then calling it "natural." "Natural" products must not have been significantly altered from their original physical, chemical or biological state. Companies stating that their product is natural must substantiate that claim by providing information to consumers on the meaning of the claim. A company cannot give the consumer the impression that "nature" has made a product considerably superior to its unnatural counterparts.
While "natural" products may appear healthier due to their lack of additives, they aren't necessarily any better for you. Many foods have added vitamins and minerals, which increase their nutrient content and support certain populations in meeting their dietary requirements. For example, in Canada, folic acid is added to white flour and therefore all white flours in Canada cannot be considered "natural" because of this addition. However, the addition of folic acid helps to promote proper fetal development of the brain and spinal cord.
Bottom line: If a product is labelled as "natural," it must comply with federal requirements with regards to it's content and the way it was produced. Natural products are not necessarily healthier and checking the ingredients label and nutrition facts panel will help you to determine the nutritional value of a food.
-- Kelsey Leckovic is a registered dietitian with Northern Health working in chronic disease management.
.png;w=120;h=80;mode=crop)
