How to understand vague marketing terms associated with foods

As per the personal observation of our founder , people struggle to understand or clearly differentiate vague and often misleading marketing terms associated with foods.

In fact, many people continue to believe those crisp deceptive phrases as scientific facts in spite of having master degrees in Science.

We as a responsible and conscious organization, believe that our users have all right to transparency.

Our conscious consumers must learn about these marketing terms which enables them to make better choices. This will be a long article. Please be patient.

These vague terms are indeed used extensively in food marketing, but many people struggle to understand or clearly differentiate them. Here’s a breakdown of each term:

1. Natural - This means that the product has no synthetic ingredients or the ingredients may be a little processed form of natural forms. For eg., cooked rice can be used as a glue. Then, that glue is natural. Another eg. is of Vinegar (Acetic Acid).

   Acetic acid is obtained from bacteria Acetobacter aceti when they convert ethanol into acetic acid. So, synthetic vinegar consisting of 5% acetic acid can be called natural.

   Very interesting point here is that ethanol can be obtained from both biological means and chemical means in laboratory - both are natural but origin will be different. Yeast can undergo anaerobic respiration to produce ethanol , that's how alcohol is produced in breweries. So, ethanol here is natural. But ethanol from laboratory is also natural in a sense.

   All natural things are not fit for human and animal consumption. For eg, snake venom is natural but is poisonous for humans and other animals. But can be used to prepare anti-venom.

   Paradoxically all synthetic things and even a synthetic element with atomic number 111 called Unununium , is also natural because it has come in existence via laws of Physics and Chemistry.

   Lesson - Not everything natural is acceptable and good for health and environment. Term Natural has no regulatory definition also, it is a vague marketing term associated with foods. Obviously, instead of having a tomato ketchup , better eat tomatoes or prepare puree, curry, soups the way you want at home. Let scientific evidence guide you and keep exploring.

   
   

2. Organic- There are several companies on internet with deceptive names like Organic foods ltd. , organic cocoil incorporation etc. This strategy works well for them because most customers struggle or are unable to understand these deceptive vague marketing terms associated with foods.

   Organic or organically grown means that it was grown without non-biological origin pesticides, non biological origin insecticides and non biologically originated fertilisers. However, cow dung manure , food waste and veg-fruit peels (ideally prior organic ) and Neem tree extract to repel insects may be used.

   
   

   For a product to be labeled organic, it typically must meet strict regulations about how it was grown and processed. It usually means grown without synthetic pesticides, fertilizers, or genetically modified organisms (GMOs). Certain organic certification agencies inspect the farms and often certain criteria are required to be fulfilled like non-usage of non-biological origin pesticides, non biological origin insecticides and non biologically originated fertilisers , for upto 2 to 3 years.

   It may take 2 to 3 years for soil to naturally breakdown and recover from these chemicals.

   In most places, organic labels are regulated and require certification. For eg. in USA , it is USDA (United States Dept of Agriculture). European union has its own certification agency. Agencies can vary at regional, national , state , public and private level.

   
   

   

   Organic Certification agencies from Europe, USA and India

   
   

3. Fresh - Generally implies the food is recently harvested or prepared and hasn’t been frozen or preserved for long periods. But in grocery stores, "fresh" can sometimes mean "not canned" rather than "just harvested." Just harvested from farm is difficult to track in metropolitan settings. It can however be manageable in rural communities where agriculture is intensively practised.

   Usually all grocery stores have refrigeration facilities where they keep foods with low shelf life like fruits and vegetables for extended periods in cold storage but never tell you about it.

   Also , a metropolitan or urban customer may not even be accustomed to real fresh foods. So, customers also never make inquiries about real burning issues of life. Particularly severe is the problem with Gen Z.

   Although regulations require factories to print dates of manufacturing or dates of packaging , expiry dates or about shelf life ; they are not always transparent about date of procurement from farm, periods under cold store, preservatives added to enhance shelf life , actual dates of packaging or manufacturing if raw material procured from farms.

   Any ultra processed food by its very characteristic cannot be considered fresh indeed.

   Fresh food may not be organic and organic food in stores may not be fresh always.

   
   

4. Farm-made or Farm-to-table-This term is often used to convey that the food comes directly from a farm with minimal handling or processing. However, without regulation, it can sometimes be just a deceptive vague marketing term associated with food without specifics on quality or sustainability. It requires the stores to be located near farms or requires rigorous transportation in trucks with state of the art storage facilities , dedicated manpower, to transport the foods quickly to the stores. This may not be the case in most instances where it is detrimental to corporate interests owing to huge costs, dedicated focus and catering to trained manpower.

   Farm to table food may be fresh because farmers won't store harvest unnecessarily but may not be organically grown.

   
   

5. Healthy: Often refers to foods that are nutrient-rich, low in unhealthy fats or low in trans fats, added sugars, and extra sodium. However, it's largely a subjective term and can vary greatly from one product to another. There is no universal definition and each product must be viewed of its health benefits in light of scientific evidence from a trustworthy body like government departments, universities , research institutions , research publications like in National Library of medicine and science journals like Nature. Scientific evidence also keeps evolving every day and we must see whatever we have now at the moment as "Truth". But another truth can come to us and we must remain open and not cling to that what has already been known as ultimate verdict.

   
   

6. Whole Food: Whole foods are generally foods that are unprocessed or minimally processed. Think whole grains, fruits, vegetables, and legumes. It usually implies the food is in its original form and hasn’t had any nutrients removed. For eg., whole wheat means the entire seed having 3 parts in a seed or kernel - they are Bran (14-15%) ,Germ (2-2.5 %) and endosperm (82-83 %).

   But in non whole wheat flour , only endosperm is present. Extreme processing even in endosperm will produce a sticky substance called Refined Wheat flour.

   Whole food in stores may not always be fresh,may not be directly brought from farm to table, may not be organic but will be natural. If whole food is fresh and within shelf life , then, it would be healthy. Additionally, if organic fresh whole foods are available , then, they are healthiest and obviously natural also.

   
   

   

   Wheat kernels on the wheat plant covered by inedible husk which is typically removed

   
   

7. Processed - Processing can mean anything from basic washing, peeling, or slicing to complex preparation steps like heating, fermenting, or adding preservatives. Bread, yogurt, and even pre-cut fruits are technically processed, though lightly. It’s different from ultra-processing, which involves adding sugars, fats, artificial additives, or preservatives to make food shelf-stable. Processing can be complex to understand and may require knowledge and exposure of industrial processes. Processing can vary from product to product.

   Little processing or modification may be necessary eg., removal of wheat husk as shown in figure above called dehusking may be necessary to make it easy for you.

   You are getting yogurt , kefir ,cottage cheese or paneer , ghee and butter after processing of dairy,i.e., milk. Fermentation of rice,lentil batter is necessary to create flattened flatbreads like Uttapam and small biconvex cakes called Idli in India.

   
   

   In general, anything which you find hard to make at home is ultra processed eg., chips, candy, donuts, sodas, burgers, sweetened carbonated beverages etc. Ultra processed food is often ready to eat and is typically fast food with little nutrients and loads of preservatives, additives, artificial sweeteners ,food dyes which can be having variety of harmful effects on body. Click here to read review article on toxicology of food dyes published in international journal of occupational and environmental health, reviewed by Sarah Kobylewski  Michael F Jacobson

   If you can learn to cook at home , that will be a rebellious way to achieve health and longevity. Post industrial revolution and especially from onset of 20th century, there is an epidemic of unreal disastrous food systems around the world. In metropolitan regions of western world, cooking at home has become rare due to availability of ready to eat foods, fast foods and eating out. Developing countries' urban regions are also slowly following the trend. Fast foods and ultra processed foods often cause physiological dependence because of their addictive nature.

   Reference -Frontiers in Psychiatry . 2020 May 26;11:458. doi:10.3389/fpsyt.2020.00458

   Lustig RH. Ultraprocessed Food: Addictive, Toxic, and Ready for Regulation. Nutrients. 2020 Nov 5;12(11):3401. doi: 10.3390/nu12113401. PMID: 33167515; PMCID: PMC7694501.

   
   

   Ultra processed foods are responsible for non communicable diseases which are now responsible for more than 70 % global deaths.

   
   

8. Pure: Pure often means a single ingredient without additives, fillers, or adulterants. However, like "natural," it’s not always well-regulated and can be a difficult to understand vague marketing term associated with food. There is no universal definition of pure also.

   
   

9. Authentic: Generally suggests the food is made traditionally or with traditional methods and ingredients. It’s often used in ethnic or artisanal food contexts to highlight cultural authenticity but isn't strictly regulated. Most of the time it is a deceptive and vague marketing term associated with foods. Eg., Authentic Chinese noodles, Authentic mexican tortillas, authentic italian pasta etc.

   
   

10. Non-GMO - Non- Genetically modified organisms refer to those organisms whose DNA or deoxyribonucleic acid has not been chemically modified in laboratory to introduce foreign genes of interest. Those organisms whose DNA has not been modified by Bioengineering or Biotechnology or Genetic engineering are called as Non-GMO.

    However crops improved via selective breeding , new breeds of animals developed by animal husbandry methods like outcrossing, outbreeding etc. - do not fall under genetically modified organisms.

    Genetically modified plants are often used in Agriculture. eg., Bt Cotton is a cotton variety whose DNA has additional genes of bacteria Bacillus thuringiensis ,inserted in the plant which make plant resistant to insects of taxa- lepidopterans (tobacco budworm, armyworm), coleopterans (beetles) and dipterans (flies, mosquitoes).

    Another examples of crops which are genetically modified and commercially available at large scale are - Bt corn, rice, tomato, potato and soyabean.

    GMOs are a very complex and sensitive issue which is debated in policy and scientific circles.

    The long term consequences of use of GMO organisms on human health and environment remain largely unknown.

    GMO organisms are tightly regulated in various countries by administrative and govt bodies but the non-GMO label on food is not always tested or regulated and is usually a deceptive vague marketing term associated with foods. Organic foods do not address testing requirements to verify GMO status in ingredients of foods which means that even a certified organic product may have genetically modified origins.

    
    

    As per non-profit organisation Non-GMO Project : GMO crops may be resistant to herbicides as a design to protect them but kill herbs or weeds only. Which may accidentally lead to farmers overspraying herbicides and those chemicals can leach into groundwater contaminating both soil and water. This can also lead to evolution of herbicide resistant plants. Since , GMO is a complicated issue, you can check their website here for elaborating this aspect of GMOs. They are the only organisation in North America to develop very rigorous protocols to verify products as non-GMO.

    
    

    In view of our founder, long term ecological research is needed to demonstrate that whether genetically modified organisms can influence an ecosystem due to loss or gain of additional function in their body. This requires long term observation and extensive research.