Washington, D.C.—The Natural Products Association (NPA) is extending its standard and seal to include natural home care products. Such products include household cleaners, laundry detergents and hard surface cleaners.

To acquire this seal, products must adhere to a strict list of guidelines:

• Products must consist of at least 95% natural ingredients or ingredients from natural sources.

• Non-natural ingredients can only be used when there are no natural options available.

• No ingredients can have any human health risks.

• The natural ingredients cannot be altered significantly through any processes.

• Any processes used may not use any synthetic or harsh chemicals.

Consumers have voiced their confusion with the natural home care product market. A nationwide survey conducted by Braun Research recently found that consumers are concerned with the ingredients in their natural products. About 78% of people surveyed said there should be regulations or standards for natural home care products and 73% of consumers surveyed would be more likely to purchase a home care product if it was certified as natural. Daniel Fabricant, Ph.D., vice president of scientific and regulatory affairs at the NPA, stated, “To provide the consumer peace of mind in the marketplace, the new natural standard for home care will inject integrity into natural for the person who matters most, the consumer.”

This is the second standard of its kind released from the NPA. In 2008, the association set guidelines for natural personal care products. A team of experts along with the manufacturers and retailers of natural products developed this new standard.

The full list of product guidelines and certification criteria can be found at www.TheNaturalSeal.org.

The certification process generally takes two to four weeks to complete, according to the NPA.
 

Published in WholeFoods Magazine, April 2010