The only thing natural about the “natural” label is that such branding, naturally, often confuses consumers. But such misleading terms such as “natural” and “healthy” could soon become history, or at the very least score a makeover. Large food companies have hijacked such terms with dubious results—and never mind the fact “natural” is a loaded term. Is a food product only “natural” if it still has dirt on it after being yanked out of the ground? Is it still natural if ingredients, from whole wheat flour to goji berries to flax seeds, are pulverized, brominated, pasteurized and homogenized?