Whole Foods Market, Inc. is going to introduce a produce ratings program on Oct. 15, said John Mackey, co-chief executive officer of the Austin, Texas-based retailer, according to Food Business News.
“Organic is not enough,” he said during the recent GE Capital Corporate Finance Food & Beverage Summit. “Consumers want total information, total transparency. Some people want it all.”
Whole Foods first announced the program in September 2013. The initiative is based on a three-tier ratings system of “good,” “better,” and “best” labels that will be displayed throughout the retailer’s produce department. The labeling system is based on an index to measure the performance of products relevant to such sustainable topics as pest management, farmworker welfare, pollinator protection, water conservation and protection, soil health, ecosystems, biodiversity, waste, recycling and packaging, energy and climate.
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