You've seen the Fair Trade and Certified Organic logos on product packaging indicating responsibly produced goods. Now Whole Foods is adding another one to the mix, the Whole Trade Guarantee.

The Whole Trade label criteria ensures environmentally responsible practices, more money for producers and farmers, and better working conditions and higher wages for workers. Whole Foods is working with TransFair USA, a certifier of fair trade products in the US, and the Rainforest Alliance, a non-profit that works to promote environmental conservation and responsible land practices. Partnering with these organizations will give the Whole Trade Guarantee credibility and ensure it is verifiable.

Products such as bananas, coffee, tea, cocoa, rice, sugar and vanilla will carry the Whole Trade label. Within ten years Whole Foods wants to get least 50% of its imported inventory under the new certification.

Of course with the extra certification comes a higher retail price since Whole Foods pays a premium for the goods. However, that premium has benefits at the source in helping farmers and producers earn a livable wage and improve the lives of their families and the conditions of their communities.

Additionally, for each Whole Trade product sold 1% of the retail sale will go to the Whole Planet Foundation, which supports micro-finance opportunities for women in lower income countries.

Whole Foods launched the new label in conjunction with the grand opening of their (long awaited) new location in New York City (at Houston and Bowery on Manhattan's lower east side.) I know one shouldn't get too excited about a Whole Foods opening, but it is much more convenient for me to get to, and the selection of organic goods in this neighborhood is fairly slim. On my next trip in I'll keep an eye out for the Whole Trade label and see what my fellow shoppers are putting in their baskets. Will they put their purchasing power to good use with the Whole Trade (premium) Guarantee or the non-labeled (cheaper) counterpart? Which would you buy?

Via GreenBiz; Whole Foods