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Whole Foods unveils responsible sourcing label

Whole Foods unveils responsible sourcing label
Photo: Whole Foods Market

North American retailer Whole Foods has developed an exclusive third-party-certification programme called Sourced for Good which is aimed at allowing customers to choose products that support workers, communities and the environment. Over 100 products will carry a special “Whole Foods Market – Sourced for Good” label, including various vegetables, seafood and flowers. The programme includes products certified by internationally recognised organisations such as Fair Trade USA, the Rainforest Alliance, Fairtrade America, the Fair Food Program and the Equitable Food Initiative. The initiative comes in response to a report that 81% of US consumers welcome ways to easily identify responsibly sourced products.

The retailer said more products would be added going forward, allowing the programme to benefit more farms and producers, workers and their communities. Karen Christensen, senior vice president of merchandising for perishables at Whole Foods, said: “Our Sourced for Good products not only are good, they do good. 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.”


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Infarm expands in UK with Whole Foods deal

Infarm expands in UK with Whole Foods deal © Infarm
© Infarm


Berlin-based urban farming specialist Infarm has added Whole Foods Market UK to its growing list of customers. Infarm, which claims to be the world’s fastest-growing urban farming network, continues its UK expansion with the installation of its modular vertical farming units in two Whole Foods stores in London (High Street Kensington and Fulham), allowing shoppers to purchase fresh produce grown in store. Infarm produce will also appear in Whole Foods Market London stores at Piccadilly Circus, Stoke Newington, Richmond, Clapham Junction and Camden at the end of October and during November. These stores will be supplied with produce from a local Infarm growing centre in Tottenham, the company said, providing flexible supply as and when required.

The Infarm range will include herbs such as coriander, parsley, basil, mint, dill and Thai basil, and a range of different fresh lettuce varieties. The first harvest from Whole Foods Market Kensington is scheduled for 19 November.

A spokesperson for Infarm said, “The partnership between Infarm and Whole Foods Market aims to satisfy increasing consumer demand for sustainably grown products with a smaller environmental footprint, helping customers to both make healthy choices and reduce their food waste.” 

Infarm recently raised US$170m in series C funding to continue its expansion in the UK, US, Canada, France and Germany, and is expected to enter Japan soon.

Daniel Kats, vice-president of corporate sales at Infarm, said: “Whole Foods Market felt like a perfect fit for Infarm. Its commitment to providing customers with vibrant, sustainable food aligns with our goal of growing produce locally and, in the process, substantially reducing food waste and the environmental impact of what we consume. We hope that in installing our modular farms in Kensington and Fulham, we can help to educate shoppers about the future of food.”