‘Sourced for Good’: Whole Foods Now Labels Its Most Sustainable Products

More than 100 products now have an easy-to-spot label to help consumers make the sustainable choice.

The first supermarket to become a certified organic retailer is now bringing another milestone to its shelves: Whole Foods Market is highlighting its most sustainable offerings with the new “Sourced for Good” label. It’s replacing the company’s Whole Trade Guarantee label, which first launched in 2007.

Through third-party certified products, Sourced for Good supports the planet as well as farmworkers and communities, the company said in a statement.

“At Whole Foods Market, our Sourced for Good products not only are good, they do good,” said Karen Christensen, Senior Vice President of Merchandising for Perishables.

“Our commitment to equitable trade has funded numerous community projects—from dental clinics to housing facilities to student scholarships to bird sanctuaries. By purchasing select products, customers help us in our goal to make a difference, and now with Sourced for Good, we’re offering shoppers an easier way to find these special products in our stores.”

The new label builds on the brand’s Whole Trade Guarantee to support measurable, positive impact for farmworkers as well as environmental stewardship.

'Sourced for Good': Whole Foods Now Labels Its Most Sustainable Products

Sourced for Good Program

The new label will work with established third-party certifiers including Fair Trade USA, Rainforest Alliance, Fairtrade America, Fair Food Program, and Equitable Food Initiative.

Food and product certifications have become a priority for today’s shoppers. A study published last year found that half of shoppers trust sustainable brands as being more up-to-date, and more than 40 percent equate sustainable labeling with better quality products.

The new label is paired with more than 100 products including fresh produce and flowers. The label also includes seafood, such as wild-caught shrimp.

Whole Foods has a long history with the sustainable seafood label. It earned praises from Greenpeace and the top spot in its Supermarket Seafood Ranking five times before the organization stopped producing the list in 2018.

But the recently launched documentary “Seaspiracy” could change that. It exposed the destruction and devastation caused by fishing industry, including human trafficking and slavery on shrimp boats. The film has led to a groundswell of celebrities speaking out against the industry and swearing off fish, opting instead for plant-based alternatives.

The film also addresses the perceived health benefits of seafood, debunking long-standing myths about omega fatty acids in fish. It also speaks to the issues with mercury and other heavy metals found in seafood.

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