whole foods

LaVonne Neff 04-30-2012

I just discovered I've been duped.

This is painful, because I like to think I know how to read labels. I also like to trust products named Aunt Millie and stores named Whole Foods.

Alas, I forgot one of my basic shopping principles: Never trust food that calls itself "natural."

In label language, natural means nothing at all. Companies who use the term in their marketing are usually trying to hide something. I should have looked more carefully at Aunt Minnie's Hearth Fiber for Life 12 Whole Grains bread.

Here, I'll show you the inset up close. I read it as "100% natural whole grain," never stopping to wonder why the marketers bothered to point out that whole grains are natural (isn't that obvious?). But no. This bread is not 100% whole grain. It is 100% natural, whatever that means, and it contains whole grains. Twelve of them, in fact. But its third listed ingredient, after water and whole grain wheat flour, is unbleached wheat flour.

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