What is in our food? What can food labels tell us about what is in our food? This dissertation applies rhetoric in the everyday human act of reading food labels and making decisions about what to eat based on those labels. Rhetoric is continually operating from the beginning of the food manufacturing process, to designing and writing food labels and packaging, and finally to the consumer reading the label in the store. “Natural flavors” is an ingredient listing that appears more frequently on food labels, especially in the organic and natural foods industries. I collected food labels and used qualitative methods as I rendered labels textually into Word documents in order to see the discursive elements of food labels away from the sometimes elaborate graphic design. I found that food labels contained three elements: the story, the reality, and the credibility. The story of the food label lures the consumer into an emotional response in either purchasing the food item or putting it back on the shelf. The reality of the label is in the ingredients list, or what is actually in that food item. The credibility is the availability of the manufacture in connecting with the consumer and to what extent they have transparency. By comparing these three elements on a textual page, we can see if there is truth and label equivalence between them, with “natural flavors” as a central component when it appears in the ingredients list. To the extent that there is or is not equivalence is explored through qualitative rhetorical analysis and briefly discussed by engaging Brummett’s rhetorical homologies.