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Natural is a misleading word. Webster's Online Dictionary attributes 12 definitions for "natural" - including a color of paint, a person's parentage and notes on the musical scale. In his 2001 book, Fast Food Nation, author Eric Schlosser devotes an entire chapter to the use of the term "Natural Flavor". Schlosser writes:
"The federal Food and Drug Administration does not require companies to disclose the ingredients of their color or flavor additives so long as all the chemicals in them are considered by the agency to be GRAS (generally recognized as safe)."
A cynical person views the word "Natural" as nothing more than a marketing term. A more gullible person will read the word and imagine visions of flowered valleys blooming under deep blue skies. Sadly, manufacturers prefer that you are gullible. They want you to buy products because of what's on the front of the package and hope you neglect to scrutinize the back label. Ingredient lists are printed in tiny typeface for a reason. The layman's definition of "Natural" rarely represents the truth of the matter.
What do you do? You want to purchase products and goods that are made from sustainable resources. You want to own things, made through processes that don't harm the air or the land. You're trying very hard to be a responsible consumer but you face the flimflam shenanigans of public relations conglomerates at every turn. Who can you trust when the most trusted brand names in the world are playing you for a fool?
FOKaL understands your plight. Our editors have compiled a list of companies that aren't trying to sell you shiny objects, wrapped in comforting language. These are items that the folks at FOKaL actually use. Listed here, are manufacturers that have earned trust the old-fashioned way - home testing on real humans in real-life conditions. If you're at a loss because corporations and regulators have turned a simple word like "natural" into another meaningless ploy to take your money, then take heart. Here are honest companies whose products we use, we recommend and we endorse:
The name comes from an Iroquois Indian philosophy - "In our every deliberation, we must consider the impact of our decisions on the next seven generations." Many cleaning products contain chemicals that aren't just harmful, they're unnecessary. Some guy in a white coat steps out from his lab with a new, revolutionary formula that works no better than the home-recipes our Grandmothers made. Seventh Generation products are made from ingredients that are non-toxic, biodegradable, non-petroleum and non-phosphate. Even the packaging is either biodegradable or made from recycled materials. Their products smell great - naturally.
Soap is a miracle. The molecules attach themselves to dirt, oil and water. Soap doesn't need complicated ingredients with names we can't pronounce and Ella's Botanicals creates her soaps from pure ingredients. If you have problem skin, try the Anoint Me bar, made with Hemp oil and clary sage. If you're a down-in-the-dirt gardener, you'll appreciate the Working Hands Bar, crafted from a blend of ground pumice, tea tree and grapefruit oils. Ella has wonderful products that work and smell great.
How can you help save the planet when you can't get a good night's sleep? How can you sleep when your pillow is made from materials that pollute the air and ravage the soil? Buckwheat is a plant that helps prevent soil erosion and is one of mankind's earliest crops. The hulls from Buckwheat seeds are excellent stuffing for pillows because they conform to your shape and they don't heat up like foam rubber. Harvest Pillows uses crack-milled hulls that will keep their shape for up to ten years. If you want to make your rest area completely sumptuous, purchase one of their bedrolls as a floor mat or mattress topper. We guarantee the best sleep you've ever had.
Pheylonian Beeswax Candles
Petroleum-based wax candles emit toxic fumes into the air. They also drip like mad. Wouldn't you rather burn candles that not only permeate your environment with a warm glow but also helped clean it? Beeswax Candles are the only ones in the world that emit negative ions. Negative ions help eliminate allergens, dust, mold and bacteria. Pheylonian gets their beeswax from earth-friendly beekeepers that never use pesticides. We use them everyday and the house smells great.
Gaiam Organic Cotton Towels
We all know there's nothing better than a well-woven, thirsty cotton towel. Cotton is a natural fiber but some cotton is more natural than others. These organic cotton towels from Gaiam are made from fibers that originate from organically grown crops. No genetically modified plants. No chemicals added to the soil. Eco-friendly dyes and no chlorine in the finishing process. Yummy softness.
Fill your home with scent. You don't have to limit yourself to the manufactured blends found on store shelves. If you love the smell of rosemary then why should you settle for anything but rosemary? Why buy soaps and air fresheners that contain harmful chemicals when you can buy pure essential oils and base ingredients to create products that are both healthy and unique to your tastes? New Directions gets their essential oils directly from certified organic growers. New Directions Aromatics prices are outstanding and their inventory is extensive. Create personalized soaps, air fresheners, body creams and bath supplies with a company you can trust.
Responsible cleaners and personal care items in delightful packaging made from recycled materials. Method is a completely carbon-neutral company, purchasing offsets to compensate for any emissions during manufacture. For parents, Method has a Squeaky Green Kids line so that your child can get started on a sustainable lifestyle right now. With ingredients like coconut oil, rice germ oil, Method provides you the items that will make your surroundings both clean and safe.
As we noted above, these companies are ones that have been tested by FOKaL editors. These recommendations are based on actual use and not by simply reading the promotional text on a website. Try one. Try all. Rest assured that these are companies concerned about the interests of you and the planet on which we live. 
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