An online campaign launched by Consumers Union asks, “Have you ever quickly selected one box of crackers over another because the box said it was ‘natural’? Food companies know you probably have. They also know they can slap the word ‘natural’ on just about anything.” The advocacy group urges consumers to sign its petition urging the U.S. Food and Drug Administration (FDA) to prohibit use of the term “natural” or take action to define it.

Findings of a December 2015 Consumer Reports survey reportedly indi- cate respondents want stricter standards for natural and organic labeling on meat, poultry and packaged and processed foods.