The proliferation on our grocery shelves of foods with "natural" claims shows no sign of abating. With the growing recognition that organic food is not any safer, tastier, more nutritious or more sustainable, in spite of the higher price, consumers now want foods that are produced the old fashioned way on the small family farm. That's because consumers think that these foods are free of chemicals and more "natural," whatever that means.
Not surprisingly, food companies are turning themselves inside out to try to meet this demand. So we see ads with handsome farm families beside their green fields, no doubt providing natural, no-additive, chemical-free, home-style, no-preservative, artisanal "real" food.
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