This review argues that the widespread use of 'natural behaviour' as a welfare metric by the food industry is scientifically unsound because not all natural behaviours improve welfare (e.g., predator avoidance indicates poor welfare) and the concept lacks evidence of what animals themselves value. Using Tinbergen's Four Questions framework, the author shows that modern methods such as choice tests and operant conditioning can objectively measure what animals find rewarding or punishing, providing a more evidence-based and animal-centred approach to welfare assessment. The paper calls for collaboration between scientists and commercial farming to translate these findings into practical improvements.