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A New System Rates Fresh Fruit, Vegetables, and Flowers for Greater Transparency

Whole Foods Market ConsumerFeature


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:60 READER SCRIPT
(DOES NOT FULLY MATCH AUDIO)

HAVE YOU EVER WANTED TO KNOW MORE ABOUT HOW YOUR PRODUCE IS GROWN?  NOW, THERE'S A GROCERY-STORE THAT CAN HELP YOU MAKE MORE-INFORMED DECISIONS, WHEN IT COMES TO THE FRUITS AND VEGETABLES THAT YOU TAKE HOME TO YOUR FAMILY.  THIS FALL, "WHOLE FOODS MARKET" LAUNCHED ITS "RESPONSIBLY GROWN" PRODUCE-RATING SYSTEM--WHICH BOTH REWARDS GROWERS FOR RESPONSIBLE FARMING-PRACTICES, AND PROVIDES SHOPPERS WITH MORE INFORMATION ON HOW PRODUCE AND FLOWERS ARE GROWN.  THE RATINGS ADDRESS SUCH ISSUES AS SOIL-HEALTH, PEST-MANAGEMENT, FARMWORKER-WELFARE, ENERGY, WATER, AND WASTE--AND ALSO FEATURE A PROHIBITED-PESTICIDE LIST THAT INCLUDES SOME OF THE MOST-HAZARDOUS PESTICIDES STILL ALLOWED IN AGRICULTURE.  "RESPONSIBLY GROWN" IS A THREE-TIERED RATING-SYSTEM, WITH "GOOD", "BETTER", AND "BEST" LEVELS; TO EARN A "GOOD" RATING, A FARM MUST TAKE 16 CONCRETE STEPS TO PROTECT BOTH HUMAN-HEALTH AND THE ENVIRONMENT.  THE GOAL WITH THIS PROGRAM IS TO PROVIDE DEEPER TRANSPARENCY TO SHOPPERS, ON TOPICS THAT THEY CARE ABOUT.  TO LEARN MORE, VISIT "WHOLE-FOODS-MARKET"-DOT-COM-SLASH-"RESPONSIBLY-GROWN".


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