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Whole Foods Aims to Give the Whole Story

Posted Jul 01 2010 3:52pm

Lotion When a skincare product is labeled "organic," it seems safe to assume that 95% of its contents are indeed organic, just like food that carries the same label . But as of now, that’s not the case. In fact, there are no standards for personal-care items that call themselves organic .

Whole Foods saw the problem as an opportunity to stand out from the crowd. Beginning next June, the retailer will demand stricter guidelines on beauty and personal care items. If a bottle of lotion sold at Whole Foods is emblazoned “organic,” 95% of the contents will actually be organic . The idea is to prevent companies from labeling their merchandise as organic when only a small portion of its ingredients are.

Since so many personal-care companies want their items sold in Whole Foods, they are going to have to cooperate with the new guidelines . Though this is an exciting step for eco-friendly consumers, we’re still looking forward to the day when “organic” ensures that 100% of an item's contents are natural and safe.

--Kristin Baldwin

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