What “Pure” Actually Means

 What “Pure” Actually Means

Twenty or so years in the past, after I first went vegetarian and actually dove head first into wholesome consuming, it drove my dad and mom nuts. My dad, God love him, would do his finest to determine it out. And figuring it out usually went like this:

Dad: “I obtained you one thing from the shop.”
Me: “Dad, it’s a sugar- and preservative-filled, plastic-wrapped bundle of cookies.”
Dad: “Nevertheless it says pure! You want pure!”
Me: *sigh*

All these years later, within the market not less than, nothing has modified. In actual fact, in the summertime of 2014, a survey by the Client Reviews Nationwide Analysis Middle discovered that 60% of customers surveyed appeared for the “pure” label and two-thirds believed it meant a processed meals has no synthetic substances, pesticides, or genetically modified organisms. Client Reviews promptly launched a marketing campaign to ban the phrase “pure” on merchandise.

In the meantime, the US Division of Agriculture does have a “pure” normal for meat, poultry, and egg merchandise—“they have to be minimally processed and include no synthetic substances”—however they don’t outline that normal. They’ve additionally blown off even making an attempt to outline “pure” for the rest. The Meals and Drug Administration has no formal definition of the declare.

I imagine Shakespeare mentioned it finest when he mentioned of the “pure” label, “It’s a declare, filled with shopper hopes, desires, and expectations, however signifying nothing.”

By no means ones to be overlooked of a feeding frenzy, companies have taken full benefit of this false impression. Consider it just like the “cabbies” that greet vacationers at JFK Airport in New York Metropolis and gladly comply with take them into Manhattan—like lambs to the slaughter. Between January and mid-October 2014, 5,688 food and drinks merchandise launched with a pure declare. That was decrease than the 7,126 in 2013, however there have been nonetheless a few extra months to go within the 12 months.

MORE: These Small Pure Meals Manufacturers Are Owned By Mega Conglomerates 

Within the 2014 “Wholesome Rich and Smart” report by analysis agency DunnHumby, researchers discovered that customers felt there was a “sturdy hyperlink” between “pure” and “wholesome.” Mockingly, the hyperlink was strongest amongst “excessive health-committed customers.” The DunnHumby group wrote, “New merchandise and advertising that stresses hand-cooked, recent, all-natural substances usually tend to be perceived as more healthy by customers and extra interesting to the health-committed section.”

The report additionally in contrast wholesome consuming perceptions of the standard US shopper with these of customers in different nations around the globe. The US ranked beneath the worldwide common within the p.c of customers who belief meals labels, in addition to those that suppose it’s straightforward to know how wholesome a product is from a meals label. 

However this is an instance that exhibits we’re blissfully conscious of our personal ignorance: In a Client Reviews survey, 90% of Individuals mentioned GMOs must be labeled and meet government-mandated security requirements. Almost 75% mentioned it’s “essential for folks to keep away from GMO substances when buying meals.” On the identical time, most of them thought non-GMOs a part of the pure declare.

No marvel poll initiatives to label GMOs on meals have failed. The patron is adrift in a sea of ignorance. Ignorance and GMO-laden, all-natural corn chips.

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