Conventional Isn’t a Dirty Word: Rethinking Food Labels

Walk down any grocery store aisle and you’re hit with a wall of stickers: natural, organic, pasture-raised, non-GMO, cage-free, no hormones added. You feel like you need a PhD just to buy eggs — and trust me, I say that as someone actually working on one.

We want to feel good about what we’re buying. We want to believe we’re doing the right thing for our bodies, our families, and the planet. So we reach for the carton that whispers “ethical,” the chicken that boasts “hormone-free,” or the produce that wears its “organic”

Photo by Pixabay

badge like a crown.

But here’s the truth: Most of these labels are designed to make you feel better — not necessarily to give you better food.

And once you start to peel back those stickers, the illusion starts to fall apart.

Let’s start with why these labels work in the first place. It’s not just the words — it’s how they make you feel.

There’s something called the Halo Effect, a psychological phenomenon where one positive trait (like “organic”) makes us assume all the other traits are positive too. We think organic means healthier, tastier, safer, better for the planet. Even if the product is… say, organic gummy bears.

Add in the Affect Heuristic — where your emotions override logic — and suddenly, the word “natural” makes you feel like the product came from a sun-kissed farm with smiling cows and yoga-practicing chickens.

Labels don’t have to lie — they just have to imply. Thanks to a psychological concept called implicature, our brains tend to fill in the blanks. When we see “No Hormones Added,” we often assume the alternative is full of hormones… even when it’s not.

And then there’s moral licensing: when you buy cage-free eggs, you feel like a better human. That feel-good moment helps justify the $7 price tag. “It’s fine,” you tell yourself. “I’m saving chickens.”

But guys... let's talk about what a few of these labels really mean.

“Natural”

Photo by Polina Tankilevitch

Let’s be honest — the word “natural” just feels good. It paints a picture of rolling green pastures, small farms, and food plucked fresh from the ground.

And to be clear? That’s a beautiful thing. Many producers — conventional or otherwise — are proud to grow food that’s wholesome, safe, and minimally processed.

But here’s where things get tricky: The term “natural” isn’t nearly as regulated as people think.

According to the USDA, “natural” means the product is minimally processed and contains no artificial ingredients. That’s it.

It does not mean the animal was raised without antibiotics. It does not mean the food is hormone-free or pesticide-free. It does not guarantee organic practices or higher animal welfare standards.

And still — that single word can increase the price by 20–30%.

The truth? “Natural” is more of a vibe than a verified standard.

But here’s what really matters:

• Whether your food is labeled “natural” or not, most of it is grown and raised by hard-working producers who follow strict food safety standards.

• The presence or absence of that word doesn’t determine nutritional value, safety, or sustainability.

• It’s okay to feel good about your choices — but it’s even better to make them with facts, not fear.

“Non-GMO”

The “Non-GMO Project Verified” butterfly is one of the most recognized food labels on shelves today. For many consumers, it signals peace of mind — that they’re choosing something that hasn’t been genetically modified.

And that’s okay. We’re all trying to make smart, safe choices with the information we have.

But here’s the thing: context matters. And in many cases, that butterfly? It’s just for show.

Photo by the Non-GMO Report

Here’s why:

There are currently only 11 genetically modified crops approved for sale in the U.S. These include: corn, soybeans, cotton, alfalfa, papaya, sugar beets, canola, apples, potatoes, squash, and a new variety of pink pineapple.

That’s it.

So when you see a Non-GMO label on salt, bottled water, or orange juice — it’s not signaling a safer product. It’s just branding. In fact, salt doesn’t even contain DNA — so genetically modifying it isn’t even scientifically possible.

The “Non-GMO Project” itself? It’s not a government agency, but a third-party business that charges companies to use its label. It’s grown into a multimillion-dollar marketing tool — not a safety certification.

Here’s what really matters:

• GMO crops are some of the most studied foods on the planet — and the USDA, FDA, World Health Organization, and National Academy of Sciences all agree: They’re just as safe and nutritious as non-GMO crops.

• Farmers choose GMOs because they reduce pesticide use, improve crop resilience, and help feed more people using fewer resources.

• And most importantly: Whether a product carries the butterfly or not, chances are it was grown with care by a farmer who’s doing their best to raise safe, sustainable, affordable food.

• Buy what works for you. But don’t let labels scare you away from perfectly safe, high-quality food. When it comes to GMOs, the science is clear — and the sticker doesn’t always tell the full story.

The Organic vs. Conventional Debate

Photo by Vee Terzy

Let’s just say it: Buying organic doesn’t make you a better person.

Organic food is regulated by the USDA’s National Organic Program. It limits certain synthetic pesticides and requires more natural inputs. Livestock have access to outdoors, more space, and limited antibiotic use. On paper? Sounds great.

But here’s the kicker:

• Organic farms can still use pesticides — they’re just natural ones (and not always gentler).

• Organic animals can still be confined, and in some cases, delaying treatment to avoid disqualifying them from organic certification can be worse for animal welfare.

• Nutritionally? Most studies — including a 2012 Stanford meta-analysis — show little to no difference between organic and conventional foods.

• Safety? The USDA, FDA, and WHO agree: Conventional food is just as safe.

  
  

So if you’re buying organic because it fits your values or makes you feel better — that’s great. But if you think conventional = poison?

You’ve been sold a narrative.

Now let's talk about price....

This part hurts.

A 2016 study found that 41% to 58% of consumers are willing to pay a premium for redundantly labelled food items.

A 2025 price analysis showed that organic food costs on average 52.6% more than conventionally raised products.

Consumers have also been paying a 10-62% price increase for Non-GMO foods, according to a 2018 study.

And guess what? That premium doesn’t usually go to the farmers. Most of it gets eaten up by:

• Certification costs

• Third-party audits

• Marketing

• Packaging

• Retail markup

Meanwhile, many conventional farmers already follow the same — or higher — standards for sustainability, food safety, and animal care. They just can’t afford to play the labeling game.

So as a consumer, what should you do?

Let’s wrap this up with a little reality check.

• Read beyond the label. Ask yourself if it’s backed by a real certification or just buzzwords.

• Know your terms. “Natural,” “farm-fresh,” and “raised with care” don’t always mean what you think.

• Don’t moralize food. What you eat does not determine your value as a person.

• Use labels as tools, not gospel. They’re meant to inform — not guilt trip.

• And for the love of logic — stop buying non-GMO bottled water. It’s water. It doesn’t have DNA.

You don’t have to buy into the hype to make good choices. You don’t need a $9 label to feed your family well. And you certainly don’t need to feel like a villain for choosing conventional over boutique buzzwords.

Farmers — organic and conventional — work hard to feed you. Let’s not let fear-based marketing cloud that truth.

Because your food isn’t the problem. The sticker might be.

About the author:

Jenna is a graduate researcher, ag communicator, and current Ph.D. student who’s passionate about cutting through the noise surrounding food and farming. With years of experience studying consumer behavior and advocating for farmers and ranchers, she’s here to help you rethink what you thought you knew about your food—one myth at a time.