Whole Foods' new produce rating system is about transparency, sure. But let's be clear: it's also about marketing.
The program, which is called "Responsibly Grown" and was announced on Wednesday, will rate fruits, vegetables, and flowers "good," "better," and "best" based on suppliers' farming practices. It's meant to empower consumers with more information about the relative environmental impact of the tomatoes, avocados, and other organic goodies available at its stores, according to the company. And it will — shoppers purchasing produce will encounter a good deal more information about the difference between two otherwise indistinguishable fruits or vegetables. The rankings will speak to everything from air, energy, and climate impact, to waste reduction, water usage, and preservation of ecosystems and biodiversity (with a focus on dwindling bee populations).
Here's the full list of qualifications Whole Foods has delineated for each ranking:
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