Ricardo Carvajal

Food marketers face consistent pressure to find ways to differentiate their products from those of their competitors. "Natural" claims are a tempting way to do so, given the premium placed on natural products by consumers. Correctly or incorrectly, consumers perceive that natural products are better for them and for the environment. However, developing and marketing products that satisfy this consumer preference is made difficult by the lack of clarity and consistency as to just which types of i…

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