Whole Foods To Introduce Rankings For Its Produce In Stores

Whole Foods plans to start rolling out a system that ranks fruits and vegetables as "good," ''better" or "best" based on the supplier's farming practices. Most notably, the supermarket chain says its "responsibly grown" labeling system for produce and flowers will prohibit the use of several common pesticides. The rankings will also take into account factors such as water and energy usage. The program will start appearing in the nearly 400 Whole Foods stores in the U.S. and Canada starting today with the rankings being noted on signs where prices are listed. Not all produce and flowers that Whole Foods sells will qualify. The standards were developed by Whole Foods and are not an official government designation. The move signals how Whole Foods is trying to draw a sharper distinction between itself and its competitors, in part by making shoppers feel more empowered about their purchasing decisions. The grocery chain, which has about 400 locations, already has ranking systems for meat and seafood, which takes into account animal welfare and sustainability standards, respectively. Whole Foods, based in Austin, Texas, has nevertheless seen its sales growth slow as traditional supermarket chains and big-box retailers have muscled in on the market for organic and natural products. To hold onto customers, executives have said they plan to more clearly state what makes Whole Foods stores different.