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'Natural' (NOT a certification)
Worldwide · Tier 4 Marketing
Rainforest Alliance logo
Rainforest Alliance
Global · Tier 3 Specialty
KRAV (Sweden) logo
KRAV (Sweden)
Sweden · Tier 2 Trusted
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.Sustainable-agriculture certification (post-2020 merged standard with UTZ). Covers environmental, social, and economic criteria. NOT an organic mark.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.
ScopeSeveral categoriesFoodFood
Established—19871985
InspectionNoneAnnual third-party audit (RA-accredited)Annual on-site by KRAV-accredited certifier
Residue testingNoneRisk-basedRequired
Guarantees
  • Nothing. It is not a certification and there is no body verifying anything.
  • Reduced (not eliminated) synthetic pesticide use, with bans on the most hazardous classes.
  • Forest conservation requirements (no deforestation after the cut-off date).
  • Worker welfare and community development requirements.
  • Annual third-party audit.
  • EU baseline organic PLUS Swedish-specific welfare and climate add-ons.
  • Annual on-site inspection.
  • Climate footprint accounting on KRAV-certified farms.
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.
  • Allows synthetic pesticides — does NOT meet any organic standard. Often confused with organic but it's a different programme.
  • Mark is trademark-protected.

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