For two years I managed the Natural Grocers store here in Sioux Falls, and the scene I remember most is a shopper standing in an aisle with a bottle in one hand and a phone in the other. The phone had just told her the ingredient on that bottle was dangerous. The bottle was telling her something else. She would look at one, then the other, and then she would come find one of us and ask which one was lying.
Usually, neither one was. They were just doing different jobs.
The front of a package is an advertisement. That is not an insult. It is a description. The front is written by the people selling the product, and its job is to get the box into your cart in about 3 seconds. So the front speaks in feelings. It says natural, wholesome, immune support, heart healthy.
