Well done!  Whole Foods new produce rating system

– – – 

Sourcing layers deeper, Whole Food continues to build trust into their buyer’s purchasing decisions through transparency & traceability.

As stated on their site – 

Our ratings for produce and flowers are based on standards you won’t find anywhere else. In order to earn a Good rating, a farm must take major steps to protect human health and the environment. A Better rating indicates advanced performance, and a Best rating indicates exceptional, industry-leading performance.

I would expect this to be an iterative process, but what a huge step forward in empowering your consumers from the 800 lb. gorilla of higher quality food.