PCC Mandates Natural Standards

DAN ALAIMO

SEATTLE — PCC Natural Markets here said this month it will require compliance with standards for personal care products that make claims of containing natural ingredients.

PCC, the largest natural food cooperative in the U.S., is going by the Natural Standard introduced last year by the Natural Products Association, Washington. The NPA standard was highlighted in the January issue of O, the Oprah Magazine.

The requirement is effective immediately on new items, Wendy McLain, health and beauty aids merchandiser at PCC, told SN. “Manufacturers of items already on PCC shelves have a year to reformulate or to notify us that they will be reformulating.”

PCC is getting the word out about its new policy via press announcements, as well as in a February article in its monthly electronic newsletter, in a feature in a local newspaper, and in vendor and supplier information on its website, pccnaturalmarkets.com.

The NPA Natural Standard defines “natural” for personal care product ingredients, such as those for skin and hair products, McLain said. All body care products are covered under PCC's new requirement.

“There are no federal standards or regulations that define or monitor the use of ‘natural.’ Manufacturers are free to use the term even if their products contain chemicals known to — or are suspected of — causing harm to human health.” The NPA standard “specifically bans ingredients that are neither natural nor safe,” McLain said.

“As consumer awareness of the NPA's natural standard increases, more and more consumers will begin to question use of the word ‘natural’ on products they buy, and retailers are going to have to take a closer look at label claims on products they carry,” she said.

Among manufacturers earning NPA certification are Burt's Bees and Aubrey Organics. McLain said she did not know of any other retailers that have publicly endorsed the NPA standard, or required adherence to it for personal care products. Whole Foods Market, Austin, Texas, has its own standards.

“Personal care products carrying the NPA certification seal will help consumers everywhere to differentiate between products claiming to be natural from those that truly are made from natural ingredients,” she said.

PCC already had criteria for personal care products in line with the NPA standard. “However, we appreciated the deeper level of detail — specifically banned ingredients — of the NPA Natural Standard. We realized that by incorporating it into our criteria, we make our customers even more confident about the products they buy from us, and make it easier for current and potential suppliers to comply with our requirements,” McLain said.