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'Natural' (NOT a certification)
Worldwide · Tier 4 Marketing
KRAV (Sweden) logo
KRAV (Sweden)
Sweden · Tier 2 Trusted
Non-GMO Project Verified logo
Non-GMO Project Verified
United States · Tier 3 Specialty
What it meansThe word 'natural' on packaging is a marketing term, not a certification. In most jurisdictions there's no legal definition, no standard, and no inspection. A product labelled 'natural' can contain synthetic ingredients, pesticides, GMOs, and artificial flavours.Sweden's leading organic mark. Built on the EU 2018/848 baseline plus stricter Swedish add-ons covering animal welfare, climate impact, and social conditions.North America's leading 'no genetically modified organisms' certification. Tests for the presence of GMOs in finished products. NOT organic.
ScopeSeveral categoriesFoodFood
Established—19852010
InspectionNoneAnnual on-site by KRAV-accredited certifierAnnual third-party audit + lab testing
Residue testingNoneRequiredGMO testing only (not pesticide)
Guarantees
  • Nothing. It is not a certification and there is no body verifying anything.
  • EU baseline organic PLUS Swedish-specific welfare and climate add-ons.
  • Annual on-site inspection.
  • Climate footprint accounting on KRAV-certified farms.
  • Verified absence of GMO ingredients (with action thresholds, not zero tolerance).
  • Annual third-party verification.
  • Tracing and segregation across the supply chain.
Does NOT
  • Doesn't mean organic. Doesn't mean pesticide-free. Doesn't mean GMO-free. Doesn't mean ethically produced.
  • Some markets (e.g. the US FDA on food, EU on cosmetics) place very limited restrictions on the word, but enforcement is weak.
  • Mark is trademark-protected.
  • Doesn't mean organic — Non-GMO products can use synthetic pesticides and fertilizers freely.

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