Consider the "f-word" which can mean virtually anything depending upon the context in which it is used. The word "like" is equally adaptive and, in the mouth of a skilled user, can indicate a simile (as in "I'm like wasted."), affinity or affection ("You like what?") indecision ("I was like what?") or nothing at all ("Like, you know.").
Likewise, in the world of commercially produced food, there are many words and whose applied meaning have little to do with their formal definitions. Take the word artisan, for example, which normally indicates a person who is skilled in a trade and works largely with his hands and hand tools.
Nowadays, most supermarket bakeries sell artisan bread that is made in factories. The flour for the bread is ground in automated mills, sifted by mechanical sifters, mixed in dough mixers and baked in automated ovens. If it is hard to imagine a role for an artisan in the process of making thousands of loaves of bread a day, it's only because you don't know that the baking industry has expanded the definition of artisan to include a minimum-wage worker with only enough skill to cut and slash a loaf of bread in exactly the same way 10,000 times a day.
People who sell chickens and turkeys can label them as fresh even though their poultry has been frozen because they have a different understanding of definition of the meaning of the word frozen. According the National Turkey Federation
"evidence exists that (freezing) occurs somewhere between 0 and 10 degrees F, but the precise temperature eludes us."
It doesn't matter at all that meat is mostly water and that the public understands that water is widely defined as freezing at 32 degrees Fahrenheit (okay, the water in chicken contains solutes so it's freeze point is probably around 28 degrees) because the poultry industry understands that language is mutable, and either assumes that the public understands that it knows which versions of the words fresh and frozen it is using or, to take a more cynical view, is too dumb to know that it's being duped.
Forgetting for the moment that since the fundamental definition of the word natural means "present in or produced by nature" only foods that are still in their native habitat, or are not in anyway added to or reduced by human hands or their machines can truly be said to be natural, it is possible to see a broad range of natural food products that appear to be natural in ways that would give nature pause to wonder if it knew what it was about. Tyson and other chicken producers sell "100 percent Natural" chicken breasts that are injected with salt water and seaweed extract. Since salt water and seaweed are natural products, adding them to chicken does not, according to Tyson and the USDA, render the chicken unnatural anymore than smoking tobacco or injecting narcotics turns a natural born fool into a manufactured dope.
Even highly processed foods like ketchup and frozen fish sticks can be labeled natural as long as they don't contain anything that was synthesized in a laboratory. According to the Code of Federal Regulations a natural additive is:
"the essential oil, oleoresin, essence or extractive, protein hydrolysate, distillate, or any product of roasting, heating or enzymolysis, which contains the flavoring constituents derived from a spice, fruit or fruit juice, vegetable or vegetable juice ..."
Well, I suppose that enzymolysis is natural enough.
Of course, unless you believe that you are being harmed by eating fresh natural artisan chicken that is not fresh, not produced by an artisan and not natural, there is no reason to rise up in arms about the loosey-goosey ways that food companies are using your language. On the other hand, it is like (f-word) annoying when like, think you are being played for a like, dupe.