Whole Foods bills itself as the world's leading natural and organic foods supermarket and, as such, has sought to promote itself as the preeminent authority on all things related to the so-called LOHAS (Lifestyles of Health and Sustainability) consumer.
To that end, the chain has launched its own Premium Body Care standard and seal of approval with the intent of setting a benchmark that all others in the industry would need to follow in the future.
"Personal care products are not regulated like food in this country so there are currently no consistent standards for them laid forth by any governing body. Customers have been bombarded with brands and products claiming to be 'natural,' which can be confusing," said Jeremiah McElwee, senior global Whole Body coordinator, in a company press release. "Our goal is to provide an alternative approach for our customers, so they know that when they see the Premium Body Care seal they are getting safer, higher quality personal care products. We invite shoppers to look for the new seal, which can be found on nearly 1,200 products in our Whole Body departments."
To have a product labeled with Whole Foods' Premium Body Care seal, manufacturers cannot test products on animals and they cannot contain a number of ingredients including parabens, polypropylene and polyethylene glycols, sodium lauryl and laureth sulfates.
Jody Villecco, quality standards coordinator for Whole Foods Market, said, "We meticulously examined every personal care ingredient, using the most current research and resources to evaluate products in key areas of safety, naturalness, efficacy, environmental impact and labeling. Our research revealed that healthier and safer alternatives to many of the conventional body care ingredients are a viable option."
Whole Foods is not looking for products that are simply eco-friendly, but also work. The company claims it spent more than two years reviewing ingredients and labeling information.
"The Premium Body Care standard is a starting point and an opportunity to raise the bar even higher for the natural products industry," Mr. McElwee said. "With new information and higher quality ingredients, we make it easy for our shoppers to identify and select the best products out there."
Discussion Questions: How do you expect Whole Foods' Premium Body Care standard will impact the company's sale of natural and organic personal care products? Will other retailers seek to develop standards of their own? Do you think Whole Foods should (will) attempt to extend its standard and seal of approval beyond its own store?