Understanding Food Marketing Terms

Each year brings a host of new food products and trendy terms and claims to describe them. Too often, however, blurry definitions and vague usage can lead to confusion. Learn which food marketing phrases can help you make healthier choices — and which terms won't make much of a difference to your diet.

"Natural"

The U.S. Food and Drug Administration (FDA) regulates many of the health claims on food labels. However, despite its appearance on packaging, there is not a formal definition for the use of the term "natural."

According to the FDA website, the agency considers the term to mean “nothing artificial or synthetic (including all color additives regardless of source) has been included in, or has been added to, a food that would not normally be expected to be in that food.” However, it does not apply to food production methods (such as pasteurization or irradiation) or pesticides.

The U.S. Department of Agriculture (USDA) also provides guidance on certain food terms and allows the use of the term "natural" to be used in the labeling of flavorings. However, those ingredients are subject to FDA regulations. Ingredients that come from animal sources also must be disclosed and cannot be listed as “natural flavoring."

"Processed," "Unprocessed" and "Ultra-processed"

These terms are frequently misunderstood. Many people think of "processed" foods as unhealthy products with empty calories, and "unprocessed" foods as everything else. Neither of these beliefs is entirely correct.

The foods many people think of when they hear “processed” are actually “ultra-processed” foods with added sugar and salt. For example, desserts, chips and many convenience foods are ultra-processed. However, many foods go through some type of processing before they’re eaten – even if it’s just washing and chopping. Some examples of healthy foods that have been processed include shelled nuts, tofu and frozen vegetables.

"Local"

The local food movement refers to buying food that is grown close to where you live. This movement is connected to a broader philosophy of environmental sustainability and supporting the local economy. Still, even "local" has nuances depending upon whom you ask, as the same distance may not be used by everyone.

"Whole"

There is no regulatory definition for describing whole foods. The term generally refers to foods that are minimally processed and do not have any added ingredients. By most definitions, whole foods include fresh produce, whole grains, meat and fish — more specifically, any food that appears close to its original form with minimal processing.

"Organic"

Of all these terms, "organic" has the most specific criteria and legal meaning. As defined by the USDA, organic meat, poultry, eggs and dairy products come from animals that are given no antibiotics or growth hormones. Organic plant foods are produced without using most conventional pesticides, fertilizers made with synthetic ingredients or sewage sludge, bioengineering or ionizing radiation. A government-approved certifier must inspect the farm to ensure these standards are met. In addition to organic farming, there are USDA standards for organic handling and processing.

There are three levels of organic claims for food:

• 100% Organic: Products that are completely organic or made of only organic ingredients qualify for this claim and a USDA Organic seal.
• Organic: Products in which at least 95% of its ingredients are organic qualify for this claim and a USDA Organic seal.
• Made with Organic Ingredients: These are food products in which at least 70% of ingredients are certified organic. The USDA organic seal cannot be used but "made with organic ingredients" may appear on its packaging.