Encouraging informed debate around the use of potentially misleading terms such as 'natural' in relation to food and agriculture. Farming itself is not, and never has been 'natural', in fact farmers spend much of their time trying to sustain production in the face of 'natural' intrusion, e.g. in the form of weeds, diseases and other pests. Scientific innovation increasingly offers better ways to protect harvests while minimising impacts on unfarmed habitats and environments.