Organic or natural? Most consumers don’t really know, even if the label says it. The Organic and Natural Health Association recently launched to create more transparency in how organic and natural products are produced. The organization will have a robust research arm that will test products and certify those that meet certain qualifications. Founder Karen Howard says the association will be different because its members will include consumers.

Karen, at the group's launch in Las Vegas, came to DC 31 years ago to work for a congressman and later had stints as a lobbyist and consultant. After 9/11, she wanted to go back into trade groups and has run the National Animal Supplement Council, the Association of Accredited Naturopathic Medical Colleges, and the American Association of Naturopathic Physicians. Karen says her top priority is hiring a compliance officer and creating a mix of members that includes product companies, ingredient suppliers, retailers, and consumers.