10 Nov 2017 --- Clean label continues to top many food product development agendas and the notion of clean label and natural claims having been a prominent industry trend since 2008. The demand for total transparency is now increasing marketing efforts that incorporate the entire supply chain into a product's branding. The upstream part of the value chain is gaining more attention in product and brand positioning, as the overarching clean label positioning becomes more holistic. More products are carrying claims referring to agricultural practices, while calls for transparency have led to strong regional marketing; through the use of origin flags and illustrations.