Natural's not in it: just because a product calls itself 'natural' doesn't make it good

Not only are hurricanes, disease and mosquitoes natural, the way the word is defined by regulators can render it practically meaningless

I've repeatedly come across the idea that natural means good among eco-friendly folks like myself. It has emerged in online forums, conversations with friends, and discussions at health food stores. It has also popped up regularly in the comments section of this column, where astute readers can often be found cautioning against making this assumption.

I happen to agree with them: the assumption that natural equals good is wrong. But it's understandable that people would feel that way, isn't it? Natural just sounds good; easy. Natural sounds like puppies and sunshine and fresh air. Natural! The way nature intended! Before meddlesome mankind stuck our big noses in and ruined everything, that is.