The Food Chain

What is 'natural' food and is it better for us? We explore the language of food labelling. Does a product bearing the word 'natural' on its label make you more likely to buy it? Or, is describing food as 'natural' just a marketing trick? We hear from a cattle farmer in the US state of Vermont who stopped using growth hormones on his herd so that the meat can be sold as 'natural'. Consumer psychologist Kit Yarrow, professor emeritus at Goldengate University in the US, explains how companies market "natural" food to us.Are some supermarkets misleading their consumers with the way they are presenting their food? Journalist Tom Levitt from The Guardian tells Manuela Saragosa why some packaging may not tell the whole story. And we hear how the mislabelling of food in China can provide rich pickings for professional label readers. With more and more products declaring their 'pure' origins, David Jago, director of Global Insight and Innovation at the market intelligence company Mintel, outlines the size of the marke