Chemistry teacher James Kennedy sat down to show us that if we speak in terms of good and evil, Mother Nature's products are far sneakier and complex than the lab's. He virtually listed all the ingredients of non-GM fruits (excluding pesticides, fertilizers, insecticides or other contaminants), to reveal 13 E-numbers "naturally" packed in your morning blueberries, together with flavorings and fresh air.

In the supermarket we look for "pure" and "simple", scanning labels for unknown ingredients, trying to identify obscure abbreviations, some of which we are understandably confused by.

It's on food packaging however that the notion of "natural" itself  seems to be the most obscure one: "natural" became merely a convenient term in the advertising language to poke our fear of the future and allure us to indulge in lucrative feelings of nostalgia for the past.

Think of Mark Post burger and the upcoming In-Vitro Meat research. Are you sure you wouldn't give it a bite because it's not "natural"?

Image and story via Motherboard

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