<http://schema.org/about>
"Last year we got a good response from readers and colleagues when Mike Indursky of Burt's Bees talked in a TreeHugger interview about developing The Natural Standard - an attempt to specify exactly what is, and is not, meant when a company describes"^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.treehugger.com/style/natural-products-association-launches-the-natural-standard.html>