After four decades of hard work, the organic community has built up a $25 billion “certified organic” food and farming sector. This consumer-driven movement, under steady attack by the biotech and Big Food lobby, with little or no help from government, has managed to create a healthy and sustainable alternative to America’s disastrous, chemical and energy-intensive system of industrial agriculture. However, the annual $50 billion natural food and products industry is threatening to undermine the organic movement by flooding the marketplace with conventional products greenwashed with “natural” labeling. “Natural,” in the overwhelming majority of cases, translates to “conventional-with-a-green-veneer.” Natural products are routinely produced using pesticides, chemical fertilizer, hormones, genetic engineering, and sewage sludge. “Natural”,”all-natural,” and “sustainable,” products in most cases are neither backed up by rules and regulations, nor a Third Party certifier. These are label claims that are neither policed nor monitored. For an evaluation of eco-labels see the Consumers Union Eco-Label website.