Hi. I'm new here but thought I'd weigh in on this a bit... According to the NPA (Natural Products Association), "natural" products should be at least 95% natural. Of course there's a bit more to it than that, but that's the short of it. You can read more at their website... http://www.naturalproductsassoc.org/site/DocServer/new_The_Natural_Standard_042208v01_final_050108_rev_0509.pdf?docID=7241 That said, there are conflicting opinions about the use of the word "natural" (as I'm sure you're well aware ) Some people might find it a bit misleading to use Natural in your business name, while others will think it's just fine. In the end, it's really up to you and what you feel comfortable with.