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‘What’s in a name?’

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Shakespeare’s Juliet asked, “What’s in a name?” Today’s consumers are asking the same question.

As food marketers seek to differentiate products, we have seen many new buzz words surface in the grocery aisle: natural, sustainable, clean, healthy. These terms have no clear definition, and we know individual consumers have different interpretations for the same word that drive purchase decisions.

With additional confusion over “milk,” “meat,” “organic,” which do have standards of identity, is it any wonder consumers are confused? FDA and USDA are working to deliver consumers a system of definitions and compliance that informs, not confuses or misleads, consumers.

– Gregory Ibach, Under Secretary, USDA Marketing and Regulatory Programs

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