The Cornucopia Institute Reveals Cereal Crimes

Thanks to some deceptive marketing techniques, your favorite “natural” cereal may not be what you thought it was.


| February/March 2012



Pouring Cereal

The Cornucopia Institute’s recent report emphasizes that cereal box labels should be read carefully — “organic” and “natural” are not synonyms.


PHOTO: FOTOLIA/RAFA IRUSTA

A new report from organic industry watchdog the Cornucopia Institute reveals deceptive marketing practices by some of the nation’s largest breakfast cereal manufacturers.

Cereal Crimes: How ‘Natural’ Claims Deceive Consumers and Undermine the Organic Label — A Look Down the Cereal and Granola Aisle details how prominent food companies are attempting to create the illusion of equivalence between “natural” and “organic” labels to mislead consumers.

Companies such as Kellogg’s, Quaker Oats (PepsiCo), Barbara’s Bakery and Whole Foods Market offer products contaminated with agrochemicals and genetically engineered organisms, yet promote them as “natural.” To help consumers make informed purchases, “Cereal Crimes” is accompanied by a score card rating various cereal brands on their support of true organic practices. Learn more in the Organic Cereal Scorecard.

wally o'brien
2/16/2012 4:14:27 PM

I've worked in the food ingredient industry for 30+ years. Part of the problem is that science is usually ahead of the food laws. I worked for a company that processed fish for fish oil. We tried to have the oil certified as organic. We found out that wild caught fish couldn't be certified as organic since the organic certification agencies didn't know what chemicals the wild fish might have. At the same time, farm raised fish and its oil, could be certified. This despite the fact that there could be farm field runoff that could contaminate the fish. Never quite figured out that one.






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