An online survey conducted by The Harris Poll on behalf of Whole Foods Market found that parents of kids under 18 spend an average of 27.2 minutes per week reading food labels and/or thinking about the ingredients in their children’s food.
Additionally, 87 percent of parents with kids under 18 are concerned about the ingredients in their children’s food, and 69 percent worry less about these ingredients when shopping at a food retailer they know has high ingredient standards.
As parents prepare for the back-to-school season, Whole Foods is teaming up with Certified Holistic Nutritionist Kelly LeVeque, a best-selling author, wellness expert, and mom of two, to raise awareness of its quality standards which prohibit hydrogenated fats, high-fructose corn syrup, and more than 150 preservatives, flavors, colors, sweeteners, and other ingredients commonly found in food.
“Knowing that I can feel good about the products offered at Whole Foods Market is a time-saving game changer,” LeVeque said, in a statement. “As a Certified Holistic Nutritionist, I recognize the power of knowing that Whole Foods doesn’t allow hundreds of preservatives, flavors, colors and sweeteners that are found in so many packaged foods. Whole Foods Market’s Quality Standards deliver confidence in what I give to my family and recommend to clients.”
Jamie Yael Katz, senior advisor for quality standards at Whole Foods, told SFA News Daily that the two most common ingredients that parents seek to avoid are high-fructose corn syrup and FD&C colors (both of which Whole Foods bans from food and supplements), but that consumers' needs vary.
When it comes to sourcing new items, products must meet Whole Foods' standards before they hit shelves. But in some cases, the retailer will team up with food makers to help rid there products of banned ingredients, said Yael Katz.
"Our merchants see ingredient decks before product is onboarded," she said. "There are times when we partner with suppliers to reformulate product, which may result in creating a new line exclusive to Whole Foods Market. Our suppliers work hard, and we value their partnership in creating innovative products that meet our standards."
Whole Foods is adding a back-to-school store tour from team members who steward the Quality Standards program and shop it with their own kids. A sweepstakes will also be hosted across the grocer’s Facebook, Twitter and Instagram pages, giving away 100 $50 Whole Foods Market gift cards as prizes.
Related: Whole Foods' Predictions Combine Food, Beauty; Whole Foods Names Suppliers of the Year.
Image: Whole Foods Market