the naked truth.

A few days ago, Naked, owned by PepsiCo, settled a $9 million dollar class action stemming from the brand's use of the phrase "all natural" on its labels. Unfortunately {due to a crazy work week}, I was behind the times on this one and bought a jug of green machine last night. Since it was $9, I'll probably drink it, but that will be the last one for me, except during airport desperation. {Wouldn't someone make a fortune opening up a chain in airports that served edible, healthy food? [Starbucks does not count.]}

The phrases "all natural" and "natural" are found on numerous items in the grocery store, but has little meaning at this point. It is a great marketing tool because people are truly interested in purchasing natural products. Unfortunately, due to a lack of regulation, companies can slap on the natural label even if the product contains genetically modified and synthetic ingredients.

Monsanto itself defines genetically modified organisms as "plants or animals that have had their genetic makeup altered to exhibit traits that are not naturally theirs. In general, genes are taken (copied) from one organism that shows a desired trait and transferred into the genetic code of another organism." (Source)

If Monsanto admits that GMOs contain traits that are not naturally occurring, why are companies still claiming their GMO-laden products are "all natural"? Because they can. Lawsuits over deceptive labeling are popping up here and there, but this victory against PepsiCo, while significant, is just one small win in the fight for consumer protection against false and misleading labels. Naked even labels its juice "non-GMO" despite the fact it is not GMO free, and will continue to utilize the non-GMO phrase. Because it can.

The lawsuit also alleged the "all natural" Naked juices contained synthetic products, including zinc oxide, absorbic acid, and calcium pantothenate (which is derived from formaldehyde, yum).

Maybe I'll throw it out after all.

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