MINNEAPOLIS — J.R. Watkins Naturals on Thursday announced it has earned the Natural Seal from the Natural Products Association for its line of home care products. J.R. Watkins Naturals is among the first brands to earn the certification; shoppers can expect to see the seal on J.R. Watkins Naturals products as soon as next month.
"As a pioneer in natural products, J.R. Watkins Naturals strictly adheres to the quality standards set forth more than 140 years ago by company founder J.R. Watkins,” stated J.R. Rigley, J.R. Watkins Naturals VP sales and marketing. “We are proud to have our products bear the NPA's Natural Seal and will continue to bring our products to the highest level of natural."
"The NPA Natural Seal sets a high bar for truly natural products," said Daniel Fabricant, VP government and scientific affairs at NPA. "J.R. Watkins Naturals has for years met our strict standards for natural personal care products and has demonstrated leadership in shaping and promoting the Natural Standard. We are excited to announce the brand's certification under our new Natural Seal for home care products."
The "natural" designation indicates the NPA and an independent third-party auditor have reviewed the products and have determined that the prodcuts meet the NPA's guidelines. The NPA began certifying home care products in February 2010 — the certification program is focused exclusively on verification of natural home care products and ingredients.
NPA certifications require ingredients to be from a renewable resource found in nature, and certified products must fully disclose ingredients on the package label so consumers can make informed decisions. In addition, the product must be made up of at least 95% natural ingredients or ingredients that are derived from natural sources, excluding water, and must not contain any ingredients with suspected human health risks.
The full set of criteria and the new seal can be found on the NPA website at TheNaturalSeal.org.