Whole Foods Market has launched a new third-party certification program designed to support responsible product sourcing. Sourced for Good will make it easier for customers to identify third-party certified, responsibly sourced products throughout the stores. Better yet, every purchase of a Sourced for Good labeled product supports farm workers, communities and the environment.
The initiative stems from Whole Foods’ long-standing commitment to nourishing people and the planet, and is supported by data from a recent study conducted online by The Harris Poll on behalf of Whole Foods Market among over 3,000 U.S. adults. Results found that 75% of shoppers in the U.S said it’s important to them that products are responsibly sourced, yet 65% are confused about how to determine whether a product is responsibly sourced or not.
Designed to help shoppers easily identify products that meet the high sourcing standards required by the program, more than 100 products around Whole Foods Market stores will bear the Sourced for Good seal. It will help customers make product choices that provide tangible improvements in farm workers’ lives, strengthening worker communities where products are sourced and promoting environmental stewardship for croplands and fisheries.
In addition to produce items, the program includes a first-time focus on seafood with providers like Del Pacifico wild-caught shrimp from Mexico, as well as domestically grown items like tulips from Bloomia in Virginia and Sun Valley Floral Farms in California that will result in higher workers’ wages.
The Sourced for Good program continues Whole Foods Market’s long-standing dedication to supporting workers, communities and the environment and takes it one step forward into the future. It includes products certified by internationally recognized organizations such as Fair-Trade USA, Rainforest Alliance, Fairtrade America, Fair Food Program and Equitable Food Initiative. Adding new third-party-certified commodities enables the program to benefit even more domestic and international workers and communities.
“At Whole Foods Market, our Sourced for Good products not only are good, they [also] do good,” said Karen Christensen, the company’s 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.”
In 2007, Whole Foods Market began working with third-party certifiers under its Whole Trade Guarantee to bring about measurable, positive impact and generate millions of dollars annually to support farm workers, their communities and environmental stewardship in the production of agricultural products. The Sourced for Good program will expand and replace Whole Trade Guarantee.