Consumers are fairly consistent when it comes to greenwashing in labeling: 43% of those recently surveyed think that natural means no pesticides, according to new research from the Hartman Group published today.
This aligns with previous studies by Christian Miller's Full Glass Research in which 43% of consumers thought "sustainable" wine was from organic grapes. (See second to last row, right column).
The takeaway? Organic messaging for wine and food products hasn't gone far enough.