A recent poll found that 83 percent of consumers would like to see a set meaning for the word “natural.”
The Natural Products Association (NPA) is trying to help. Two years ago, the NPA launched the first certification program for personal care products that bill themselves as natural. Now, the NPA is turning its attention to the exploding Natural Home Care category – a category that has more than doubled in size in the last two years, as a host of new companies have launched “green cleaning” products.
The new standard called the Natural Home Care Seal helps consumers quickly identify products that are truly natural. A product bearing the Natural Home Care Seal means that the NPA, and an independent third-party certifier, have reviewed its ingredients and manufacturing processes to determine that it meets the organization’s rigorous guidelines, including:
- containing primarily natural ingredients
- meeting high safety standards
- using responsible testing practices without animals
- promoting sustainability via biodegradable ingredients and environmentally sensitive packaging.
The NPA Seal is the first icon focused exclusively on the verification of natural ingredients and products, providing a system that will help consumers more easily discern which products meet its high standard of “natural.” The very first Natural Home Care Seal was just awarded to Green Works Natural Bathroom Cleaner. Up next, the NPA is working on natural food labeling due to be released in late ’10 or early ’11.