What does 'natural' on the cereal box really mean? (Hint: it's not much.)
"If, say, dairies all sold milk in homogeneous containers, then Jones the dairy farmer would have less incentive to incur costs to improve or to maintain the quality of his milk: because his milk is indistinguishable, in consumers’ eyes, from other-producers’ milk, Jones personally pockets all the money he saves by not spending it on quality enhancement and assurance… But now comes farmer Smith who markets his milk in branded packages with a unique design, logo, color scheme, and slogan ...
If we are to be thoughtful, conscious consumers, we should be actively questioning what we’re paying for. Are your dollars directly supporting the just compensation of workers? Organic, soil-minded farmers? Packaging that’s compostable, or just really sleek looking? Unfortunately, there is notlabel we can all support blindly —it really depends on the specific product and what matters to you most as a consumer.
Take this example: While researching the history of the “natural” cereal industry, environmental historian Michael Kideckel was mystified to find that the definition of “natural” has flip-flopped multiple times throughout the 20th century. At the turn of the century, factories processing food were seen as “natural” mechanizations ofThey also kept food out of immigrant workers’ hands, and so, kept food “pure” and “natural.
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