Whole Foods Launches Premium Body Care Standards

"AUSTIN, Texas, Feb. 29 /PRNewswire-FirstCall/ -- In response to growing consumer interest and confusion about natural personal care products, Whole Foods Market, the world's leading natural and organic foods supermarket, has developed a new Premium Body Care standard and labeling seal of approval, setting a new industry benchmark. The new standard raises the bar for defining quality natural personal care and helps consumers decipher which body care products in its Whole Body(TM) departments contain the most natural and highest quality ingredients.

"Personal care products are not regulated like food in this country so there are currently no consistent standards for them laid forth by any governing body. Customers have been bombarded with brands and products claiming to be 'natural,' which can be confusing," said Jeremiah McElwee, senior global Whole Body coordinator. "Our goal is to provide an alternative approach for our customers, so they know that when they see the Premium Body Care seal they are getting safer, higher quality personal care products. We invite shoppers to look for the new seal, which can be found on nearly 1,200 products in our Whole Body departments."

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