12 Aug 2019 --- Increasing consumer interest in “natural” foods has led to industry challenges concerning food waste, safety and appearance, according to an article published by Kerry Health and Nutrition Institute (KHNI). There is no standard definition of what “natural food” is, the Irish institute asserts. Article author Emma Cahill, Senior Strategic Marketing Manager in Food Protection & Fermentation at KHNI, tells FoodIngredientsFirst that consumers are simply looking for food “as it should be,” and that smaller business will be crucial in re-educating consumers about what natural food actually consists of.