Agreed; "natural" is totally unreliable as any sort of food indicator.

I think you're generally correct about "homegrown" food, in that, if given the choice, I would usually select it over non-homegrown, because, referencing my history of eating homegrown and non-homegrown food, I perceive homegrown food as being tastier. But why? It could be because it's grown in soil more likely to be richer. Or perhaps it's grown more attentively and carefully? Or at higher cost? Its production is also much more accountable; the grower can't hide behind any sort of cultural or corporate structure.