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Nervous About ‘Natural’? Honest Company Heads For Organic Pastures

 
• By Ryan Nelson

Honest says its shift to organic products is more about opportunity than avoiding “natural” claims, but the term is better defined and more actively regulated, which tends to insulate brands against the types of false-advertising lawsuits that have inundated natural product marketers.

The Honest Company announced June 7 that it has joined the Organic Trade Association, a move the company says reinforces its “commitment to and compliance with strong organic standards.”

The operative word there may be

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