Whole Foods Market developed a ratings program for different produce they sell like vegetables fruits and even flowers to inform its customers about the environmental impact of the products they intend to buy.
The program, aptly named "Responsibly Grown," will rate the produce of different suppliers who are willing to join the program as "good," "better," or "best" based on several factors like whether they provide conservation areas to foster bees, butterflies or other pollinators, how the farmworkers treat the produce, waste management practices they follow and the amount of pesticide they use in the produce, among others.
"This is the latest example of our commitment to transparency and sustainable agriculture," according to Matt Rogers, the person who handles sourcing and standards at Whole Foods Market.
Rogers added that the ratings program not only inform the end-market about their food, but also an effort to push farmers to find a way to lessen the impact of agriculture on the environment and human health.
Half of the produce in 390 Whole Foods Market locations will support the ratings program, though the amount will change from each store. Furthermore, the British division of the retail store are not yet part of the new program.
Meanwhile, Whole Foods has experienced tough competition, and lost valuable market because of its reputation of selling pricey produce.
Fierce rival Walmart has also stepped in the game of the organics, selling organic produce in April, which proved to be detrimental for the high end grocery chain.
However, Whole Foods had a counterattack as it partnered with different food manufacturing giants like Cargill and General Mills announcing its new plans to lessen the environmental impact of its produce, informing its customers about how the food affects them.
Meanwhile, Whole Foods had previously launched a program which rates animal welfare practices called "Eco Scale" which measures the sustainability of seafood, and the amount of genetically modified ingredients in the produce.
Farmers and suppliers attested to Whole Foods' vision and support their program.
"I think this is going to put pressure on other food retailers to do something in this regard," said Tom Beddard, an organic farmer who is participating in the Whole Foods program.
