The bees knees? Burt's Bees sets standard for natural products

Burt's Bees natural body care company is worried about the industry's use of the word 'natural'. As there are currently no regulations or laws anywhere in the world for what products companies can and can't call 'natural', Burt's Bees argues that consumers are often seriously misled when they buy 'natural products'.

Deciding to pick up the gauntlet itself, Burt's Bees has developing a 'Natural Standard' and started a petition -- Burt's Bill -- to call for the standard to be set, first in the US and then internationally. So far, more than 30,000 consumers have signed it. The company is also trying to convince other so-called 'natural body care' companies to join in, which according to Burt's Bee's spokesperson, Jenn Irvine, has proved a bit difficult.

Burt's Bees explains: "The Natural Standard has been put together to establish a clear definition about what is and isn’t natural and eliminate any confusion by holding 'natural' at the highest possible standard. Some manufacturers are simply unable to meet this high standard criterion."

So what is it Burt's Bees actually wants? Well, it's calling for a standard, similar to the organic standards, that guarantees all products marketed as 'natural' contain at least 95 per cent natural ingredients. In addition, they must under no circumstances contain any ingredients 'with any potential suspected human health risks', nor use processes that 'significantly or adversely alter the purity/effect of the natural ingredients'. Burt's Bees defines natural ingredients as 'ingredients that come from a purposeful, renewable/plentiful source found in nature, such as flora, fauna and mineral'.

Burt's Bees practises what it preaches by manufacturing and selling products that are 99-100 per cent natural, and the company states that the Natural Standard would be for 'the greater good -- good for consumers' well-being and good for the environment'. There is no doubt that it would be extremely good for Burt's Bees' place in a competitive marketplace, too.

While we should praise Burt's Bees for taking the lead in an area that is in great need of it, it's possible more companies would join if the standard was initiated by an independent body. According to Burt's Bees, the plan is to hand over the project to the Natural Products Association 'to lead the development and execution of the standard and seal in cooperation with a steering committee of industry partners'.

The Natural Products Association has already formed a work group, which is chaired by Burt's Bees' Mike Indursky, and the goal is to have a working definition of 'natural' within a year.

Let us know what you think. Is this initiative the bee's knees or should we leave it completely to an independent body or charity to do the fieldwork?

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