What does 'Natural' mean?

When you are in the supermarket, with your kids in train (or, more likely, running riot) there is only so much time you have to pay attention to the claims made on packaging. Claims like 'Natural' and 'Fat Free' seem reassuring - even though close consideration might reveal they aren't quite what you think you are getting. But it makes you feel a little bit better and, really, how bad can they be?

This video is an interesting exposition on the problem - admittedly from a group lobbying for all-organic food.
It is made to be 'viral' (we're sharing it) - but it's funny and makes its point well. Which raises another point about communicating important messages in the right pitch for the audience. But we can talk about that later.