Whole Foods plans to start rolling out a system that ranks fruits and vegetables as "good," ''better" or "best" based on the supplier's farming practices.Most notably, the supermarket chain says its "responsibly grown" labeling system for produce and flowers will prohibit the use of several common pesticides. The rankings will also take into account factors such as water and energy usage.The standards were developed by Whole Foods and are not an official government or industry designation.
The move signals how Whole Foods is trying to draw a sharper distinction between itself and its competitors, in part by making shoppers feel more empowered about their purchasing decisions.The Whole Foods News Release says the program will recognize organic growers for the investment and achievement represented by organic certification while highlighting additional responsible practices, including farmworker welfare and resource conservation. The ratings will also reward suppliers for certification by a number of leading social and environmental standards including: Fair Trade, Rainforest Alliance, Protected Harvest, and Demeter Biodynamic certification. "For years, we've maintained organic and Fair Trade certifications and the new produce rating system will validate the worth of these programs. It also rewards those growers who go beyond requirements not because they have to, but because they want to," said John Musser, owner of Tropic TradeWith Inputs from the Whole Foods News Release
The move signals how Whole Foods is trying to draw a sharper distinction between itself and its competitors, in part by making shoppers feel more empowered about their purchasing decisions.The Whole Foods News Release says the program will recognize organic growers for the investment and achievement represented by organic certification while highlighting additional responsible practices, including farmworker welfare and resource conservation. The ratings will also reward suppliers for certification by a number of leading social and environmental standards including: Fair Trade, Rainforest Alliance, Protected Harvest, and Demeter Biodynamic certification. "For years, we've maintained organic and Fair Trade certifications and the new produce rating system will validate the worth of these programs. It also rewards those growers who go beyond requirements not because they have to, but because they want to," said John Musser, owner of Tropic TradeWith Inputs from the Whole Foods News Release
Advertisement