2024 Game Changers: Whole Foods Market Regenerative Organic Certified Products
Sales of private label products across numerous categories saw strong growth in 2023, and retailers and suppliers alike are working to keep that momentum going. With consumer expectations for store brand products perhaps higher than ever, the pressure is on to bring to market high value products that meet the demands of today’s shoppers who are seeking quality and value.
RELATED: See the complete list of 2024 Game Changers honorees
The honorees in Store Brands 2024 Game Changers played a role in continuing to raise the bar in the world of private label. From the work of the six individuals honored this year to the products and programs developed by retailers and suppliers, the quality of store brand products now on the shelves are driving sales and giving shoppers additional choices at retail.
Whole Foods Market
Regenerative Organic Certified Products
In 2022, Whole Foods Market increased its commitment to regenerative practices with the launch of its first Regenerative Organic Certified (ROC) product, French Green Lentils, the first exclusive-brand ROC product in the market. Following the launch Whole Foods expanded its ROC products with additional offerings including ROC Red Lentils, Dried Mangoes, Tri-Colored Quinoa, Red Quinoa, and White Quinoa – all under the Whole Foods Market brand.
The grocer’s strategic collaboration with suppliers, scientists, organizations, and certifiers demonstrates a proactive approach to address pressing environmental concerns. By actively supporting regenerative farming methods, Whole Foods is playing a pivotal role in promoting soil health and biodiversity.
Regenerative agriculture presents an opportunity for not only sustaining, but also improving agriculture. Whole Foods Market defines regenerative agriculture as holistic farming and grazing management practices that improve soil, enhance biodiversity and increase carbon capture. As part of Whole Foods Market’s commitment to encouraging the expansion of this promising movement, the retailer works with and supports farmers, ranchers, scientists and industry experts.
In July of 2023, Whole Foods released its 2022 Impact Report, which noted the company worked with more than 40 suppliers to review and approve more than 70 certified regenerative products, and on-boarded another 200 that mention regenerative on the label. The company continues to champion regenerative agriculture by sourcing Regenerative Organic Certified products within its own product line.
Whole Foods also developed a Regenerative Agriculture Labeling Policy to help maintain the integrity of the term “regenerative” in the industry and for customers. The policy requires third-party certification or verification to label a product sold at the retailer as regenerative. For non- certified/unverified products making lesser regenerative claims, Whole Foods Market requires the successful completion of an assessment based on Soil Health Principles.
