Dive Brief:

• The Grocery Manufacturers Associaiton, which represents dozens of the nation's largest food manufacturers, wants federal regulators to give the green light to labeling genetically modified foods as "natural."
• GMA, whose members include GMO-seed companies such as Monsanto and Dow AgroSciences, sent a letter to the FDA earlier this month -- just weeks before the FDA is set to release "voluntary" guidelines on the labeling of GMO foods.
• The request comes just weeks after the GMA found itself in legal trouble for its actions in opposing a proposal to require GMO labels in Washington State.

Dive Insight:

At first glance, this looks like one of the stranger moves we've seen in the battle over food labeling.

First, it comes at a time when the term "natural" is rapidly losing its weight with consumers. Putting "natural" on a label used to imply that food was healthy, pure and real. Now it implies that the manufacturer is hiding something. Second, it comes as many companies -- including GMA members -- seem to be losing their taste for the nonsensical battle to keep consumers in the dark.

So what is GMA thinking? Perhaps nothing more than that getting the FDA to say GMO food is "natural" would put an end to the booming lawsuit craze related to "natural" labels.