When you purchase a "natural" cleaning product, you may not know what you're getting. Consider this: The companies that make these products are the ones who decide whether they can be called natural. If that doesn't inspire much confidence, you aren't alone. 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 by creating a seal that will help consumers quickly identify what products are truly "natural." Two years ago, the NPA launched the first certification program for personal care products that bill themselves as natural. With the success of the Personal Care Seal – it has already certified nearly 300 products – the NPA has turned its attention to the exploding "natural home care" category.
This February, the NPA launched the Natural Home Care Seal to help consumers choose natural products at a single glance. This June, the first certified products – a selection of cleaning products from Clorox Green Works – are hitting store shelves.
A product labeled "natural" should be made up of only, or almost only, natural ingredients and be manufactured with appropriate processes.
A product labeled "natural" should avoid any ingredient that has peer-reviewed, scientific research showing it can pose a human health or environmental risk.
A product labeled "natural" should use no animal testing in its development except where required by law.
A product labeled "natural" should use biodegradable ingredients and the most environmentally sensitive packaging possible.
The NPA seal is the first certification system 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 first Natural Home Care Seal was awarded to Green Works cleaning products -- other products plan to seek certification in the future.
For more information, visit www.npainfo.org.
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