Whole Foods To Tell The Whole Truth About Its Produce And Flowers

Whole Foods ProduceWhole Foods Market is on its way to provide major transparency into the produce and flowers it sells by launching a tiered labeling system. In the fall of 2014, it will begin giving shoppers a way to make more informed purchasing decisions with “good,” “better,” and “best” labels displayed in its produce and floral departments.

Sustainable agriculture experts and Whole Foods’ suppliers helped it design the science-based index, which considers a number of farming and environmental factors, including pesticide use, farmworker welfare, pollinator protection, soil health, water conservation, and waste.

In the press release, Edmund LaMacchia, global vice president of perishables for Whole Foods Market, shares the company’s vision:

We are driven by our core values and are always looking at ways to enrich our customers’ experience, improve our communities and support our supplier partners. The new produce ratings will provide deeper transparency to our shoppers, helping them make conscious choices while also celebrating the great work and responsible practices of growers beyond their organic and local efforts.

This is a great addition to Whole Foods’ animal welfare rating system, which helps shoppers make better decisions when buying meat by sharing information about how its suppliers treat their animals.

Whole Foods Market continues to find ways to change the way we shop and eat for the better. What do you think of this news?

Image Credit: Whole Foods Market

Keep up with the latest sustainable food news by signing up for our free newsletter. CLICK HERE to sign up!

About the Author

Hi all! I'm Mary Gerush - a recovering corporate worker bee turned good-farm-real-food advocate and writer who wants to help people understand what they're eating. I tend a tiny urban farm in Dallas, TX, and hope to scale up one day soon. Omnivore through-and-through, there's not much I love to eat more than a butter-basted grass fed steak fresh from a searing hot cast iron skillet. Follow me on , , and !
  • AEM

    More information is always good for consumers!