What is "natural" when it comes to food? For some food industry groups, the term doesn't mean "organic."

In recent weeks, several associations have responded to the U.S. Food and Drug Administration's request for comment as the agency considers establishing new rules for the use of "natural" on food packaging. Their responses show many believe it confuses consumers looking for organic products.

"Allowing companies to use the term ‘natural' in a way that can be conflated with ‘organic' by consumers, misleads consumers about the nature of the food they purchase for their families, and freerides on the hard work of the certified organic industry in creating, abiding by, and educating consumers about a robust set of standards," the Organic Trade Association wrote in its comments to FDA.

OTA noted there is already a system in place for certifying organic foods. For example, such foods must contain no genetically modified organisms or artificial ingredients. No such standards are in place for "natural" foods. As a result, the association believes "natural" has no place on food labels.

The Natural Products Association, on the other hand, sees a role of "natural" on food labels if the products in question meet several criteria. However, it also believes consumers easily confuse "natural" with "organic," so it advocates distinct regulatory definitions for both terms.

"Natural should mean natural, which in our general view is no chemicals, no additives, and only should involve minimal processing," NPA CEO Dan Fabricant said. "A national standard is the best, most cost-effective and least confusing way to deliver on this commitment for American consumers."

The Grocery Manufacturers Association also believes FDA should establish a definition for "natural"—albeit one that acknowledges the realities of current processing and production methods. However, the group believes the definition should not consider the nutritional status of the food.

"As the ‘natural' segment of the food market continues to be one of the fastest growing segments of the industry, it is becoming increasingly important for FDA to define the term, despite the difficulties FDA and other regulatory agencies have experienced in the past," GMA said.

GMA filed a citizen petition with FDA in 2014 asking the agency to set a definition for the term, which was one of three petitions on the subject filed with the agency. The group noted that federal courts have also requested clarification of the term.

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