A range of produce options

Whole Foods debuts responsible sourcing seal

Products that are certified through third-party organizations now get a Sourced for Good seal to assist Whole Foods shoppers looking to buy responsibly sourced items.
Dan Ochwat
Executive Editor
Dan Ochwat profile picture

Helping shoppers find products that meet the retailer’s highest sourcing standards, Whole Foods Market has rolled out a third-party certification program that marks complying products with a “Sourced for Good” seal.

The retailer said at launch more than 100 products in its stores can be found with the seal of approval from produce items to seafood to locally sourced tulips. International organizations such as Fair Trade USA, Rainforest Alliance, Fairtrade America, Fair Food Program and Equitable Food Initiative are some of the groups that certify products for Sourced for Good. 

Similarly, Amazon, Whole Foods’ parent, has a dedicated section with a Climate Pledge Friendly stamp to help shoppers find sustainable products.

A pepper, tomato, cucumber

“At Whole Foods Market, our Sourced for Good products not only are good, they do good,” said Karen Christensen, SVP 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.”

A recent study conducted online by The Harris Poll on behalf of Whole Foods Market found 75% of U.S. grocery shoppers believe it’s important to know if products are responsibly sourced. The survey reached more than 3,000 U.S. adults.

The survey also found that 65% of respondents are confused about how to determine whether a product is responsibly sourced.

The seal aims to ease the decision for shoppers and expands on the retailer’s long-standing dedication to supporting workers, communities and the environment. In 2007, Whole Foods Market began working with trusted third-party certifiers under its Whole Trade Guarantee to bring about measurable, positive impact and generate millions of dollars annually to support farmworkers, their communities and environmental stewardship in the production of agricultural products. The expanded Sourced for Good program will replace the Whole Trade Guarantee.