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.