How Do You Define "Natural"?


Story Updated: May 30, 2012

How Do You Define "Natural"? (366)

(NewsUSA) - It's safe to say neither cats nor dogs give one whisker about whether the products they use are eco-friendly. Yet more pet owners do -- and the pet industry is responding.

The exploding popularity of sustainable living has manifested itself in an increasing number of products being marketed as eco-friendly options for earth-conscious owners of all types of pets. Walk down the aisle of your local grocery store, and you'll see countless bags and boxes whose now-leafy labels boast "green," "natural," or "organic" claims.

However, the definition of "green" remains the subject of much debate. Look no further then cat litter for an example of how the "natural" line is blurred: Clay -- the main ingredient in a large majority of litters -- is often touted as being "natural," but it requires strip-mining and can contain silica dust that carries the potential of damaging the lungs of people and pets. In fact, most cat litters are made out of minerals that can technically be described as "natural," but that doesn't necessarily mean they are sustainable, biodegradable or healthy if ingested or inhaled.

The question you must ask yourself, as a pet owner, is whether the products you choose actually live up to their eco-friendly billing or whether they are using "green-washing" -- a term used to describe how companies use marketing gimmicks to make their product only seem more natural.

One company, World's Best Cat Litter, urges customers to scrutinize labels to make sure that you're getting the type of natural products you demand. They define "natural" as products made of naturally occurring ingredients that are biodegradable, healthy, safe and derived from renewable resources. World's Best Cat Litter uses the power of natural, whole-kernel corn to stop odor in its tracks. It's grown and is digestible, dust-free and lacking any chemical additives.

Reinforcing their commitment to high standards, in addition to the original Clumping and Multiple Cat Clumping Formulas, World's Best Cat Litter has also launched a truly "natural" scented formula providing consumers who prefer a scented litter with an all-natural lavender oil option -- once again proving you don't have to sacrifice the planet to meet consumer demands.

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