What Whole Foods' New Produce Ratings Mean
All photos credit: Whole Foods
Soon, environmentally and health–minded consumers won’t have to check for half a dozen different certifications such as “organic” and “fair trade” when debating which apple to buy at Whole Foods. On Wednesday, the supermarket chain began implementing a new produce ratings system called “Responsibly Grown,” which follows in the footsteps of its existing ratings programs for meat and seafood.
The idea, Whole Foods associate global produce coordinator Matt Rogers told us, was to reduce hand-wringing and head-banging at the fruit stand. The solution? An all-encompassing ratings system incorporating existing certification programs, including the United States Department of Agriculture’s Organic Seal and Fair Trade U.S.A.’s Fair Trade Certified label.
Fruit and veggies can earn one of three ratings, based on a 300-point scale: Good, Better, or Best. Soil health, air pollution, energy conservation, waste reduction, worker welfare, water conservation, and pesticide use all factor into an ingredient’s rating. And if that seems like a lot of variables, it is: Rogers said the “Responsibly Grown” system is an effort to simplify things for mainstream consumers.
Below, a more in-depth breakdown of the ratings system you might expect to see at the store:
Click here for a larger version
"This is a very unique initiative in a lot of ways," Rogers said, adding that about half of all produce sold in North American Whole Foods stores currently have "Responsibly Grown" ratings, with more to be added on an ongoing basis. "I do think it’s a leadership position for Whole Foods, consistent with our approach on transparency and supporting sustainable agriculture."
If sustainably grown produce is important to you, Whole Foods may have just made your life a lot easier.
Is organic food important to you? Do you think it’s too pricey? Do you trust organic and other environmentally-minded labels? Let us know in the comments.
