Over the past few years there has been much written and discussed regarding the terminology of the word "natural" in particular relation to its usage in marketing food products.
In its origin, a reference to a foodstuff as natural went without further question. If something had "natural" listed on its packaging, or if it was sold in a strange-smelling and small 3-or-4 isle store with natural somewhere in its name...then that product was assumed to be as wholesome and clean as anything can be.
With the proliferation of health concerns in countless categories; everything from our kids to the aging population, from food-animal welfare to the environmental stewardship, it's no wonder that marketers have caught on - and in many cases exploited - the perceived benefits of labeling something as "natural".
Enter the U.S. Government. Our U.S.D.A. Food Safety and Inspection Service has set-forth the definition and criteria of legally labeling meat and poultry products as "natural" as this: "A product containing no artificial ingredient or added color and is only minimally processed (a process which does not fundamentally alter the raw product) may be labeled natural.
The label must explain the use of the term natural (such as - no added colorings or artificial ingredients; minimally processed.)
Although this labeling criteria was a benefit to consumers as there wasn't a previous standard, it does leave many loopholes for savvy (?) marketers to slip through, and still legally label their products as natural.
Here at Vantage, we are steadfast in upkeeping the USDA mandates for legal labeling of products. This includes ALL categories; from natural to organic and everything in-between, such as "antibiotic free" and hormone free".
We segregate items which carry these claims in the product category area of our web site, and they are grouped together under sections which are labeled by their specific claims, such as "USDA Natural, USDA Organic, USDA Antibiotic Free, etc.
All of our products or suppliers that carry and/or display any of these categorical terms are verifiable by official U.S. Government-sanctioned certifying bodies, and we supply the actual certification document to this fact for our customers right at our web site.