Greenwashing and the Word “Natural”

I remember attending a trade show at which a variety of new-age food items were being introduced.  I ran across the vendor of a new orange soda that he marketed as “all-natural.”

“How much actual orange is in that can of soda?” I asked innocently.

“Zero,” came the response.

“Then are you saying that 100% of the orange flavor comes from one or more chemicals that simulate the taste of an orange?”

“Exactly.”

“Then in what sense can anyone possibly claim that this is a natural product? I’m not saying that it’s a bad product, but it’s certainly not natural.”

Greenwashing is all around us, and it’s not going away.  There are organizations whose purpose is identifying and calling out cheaters in this space, though it seems unlikely that they can keep up with the liars.