Food is 21st century snake oil.

And shopping for food can be so confusing.

Natural, organic, local, antioxidants, welfare-friendly, whole wheat made predominantly with white flour, hormone-free, hucksterism of whatever kind.

Juliana Barbassa of Associated Press reports today that a disagreement among poultry producers about whether chicken injected with salt, water and other ingredients can be promoted as "natural" has prompted federal officials to consider changing labeling guidelines.

The U.S. Department of Agriculture had maintained that if chicken wasn’t flavored artificially or preserved with chemicals, it could carry the word "natural" on the package.

But the agency agreed to take another look at its policy after some producers, politicians and health advocates noted that about one-third of chicken sold in the U.S. was injected with additives that could represent up to 15 percent of the meat’s weight, doubling or tripling its sodium content. Some argue that could mislead or potentially harm consumers who must limit their salt intake.

The USDA’s Food Safety and Inspection Service plans to issue new proposed rules this fall.

Perdue, the nation’s third largest poultry producer, is among those pushing for a change. The company has joined a group called the Truthful Labeling Coalition, which has hired a lobbyist and launched an advertising campaign.

The two largest chicken processors, Pilgrim’s Pride and Tyson Foods, are among those that affix "natural" labels to chicken injected with extra salt and water.

A buyer perusing the chicken counter at a San Francisco supermarket agreed.

Muembo Muanza, 30, said he read the label and considered the price but never thought to check the salt content when buying fresh chicken.

"If it says natural, I expect it to be all natural – nothing but chicken," he said.

I’d be more interested if food-types would start marketing based on microbial food safety.