Burt's Bees frequently describes its products as "natural," a word that is coming under criticism when used by brands that feature genetically modified organisms and certain chemicals. Still, nitpicking over Burt's Bees use of the word overlooks the company's broader commitment to transparency and environmental best practices, argues Leon Kaye. "Eye-rolling aside, we need more firms like Burt's Bees, not less," he writes.

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