Tom Ryan

In an effort to boost traffic and battle its “Whole Paycheck” image, Whole Foods last week announced plans to launch its first-ever national marketing campaign.

The campaign will highlight that Whole Foods is “the leading retailer of fresh, healthy natural and organic foods, offering the highest quality standards and an unparalleled shopping experience.” It will tout transparency around products, including its 5-Step Animal Welfare ratings in meat, Eco-Scale ratings for cleaning products, sustainability ratings in seafood, and GMO labeling. This fall, a Responsibly Grown rating system arrives for produce and flowers.

http://www.forbes.com/sites/retailwire/2014/08/06/whole-foods-faces-down-its-negative-narrative/