Whole Earth Brands, Inc. a global food company enabling healthier lifestyles through premium plant-based sweeteners, flavour enhancers and other foods, will bring some of the first Regenerative Organic Certified sweeteners to market under its Wholesome brand. Wholesome, founded in 2001, was a pioneer in establishing Fair Trade standards within the sweetener aisle, bringing consumers high quality products that can have a positive impact on people and planet. Wholesome has worked with Whole Foods Market to launch its Regenerative Organic Certified cane and turbinado sugars nationwide in the United States in January 2023.
Regenerative Organic Certified is a revolutionary new agricultural certification for food, textiles, and personal care ingredients. According to the Regenerative Organic Alliance, it is based on three pillars requiring farmers to go above and beyond in practices that ensure healthy soil, the ethical and humane treatment of animals, and fairness for farmers and workers. Regenerative Organic Certified was created through a partnership between Rodale Institute, Dr. Bronner’s and Patagonia as well as others, to address the climate crisis, soil degradation, biodiversity loss, factory farming, and fractured rural economies globally.
Wholesome launched the first Regenerative Organic Certified Cane Sugar in Whole Foods Market following a rollout beginning on January 16th to 516 Whole Foods Market stores across the United States. In addition to being labelled Regenerative Organic Certified, both the Cane and Turbinado Sugars are packaged in a 72% bio-resin pouch that utilises a bio-resin made from sugarcane, reducing the use of virgin plastic in the supply chain.
“We’re very proud of this Wholesome launch, as the regenerative organic farming practices used to produce our Regenerative Organic Certified sugarcane at our partner farms in South America help restore the soil, capture carbon from the atmosphere and stay true to our Fair Wholesome Values,” said Michael Franklin, Interim CEO, Whole Earth Brands. “As consumer education around regenerative organic farming increases, Wholesome Regenerative Organic Certified cane and turbinado sugars will provide an opportunity for consumers to vote for regenerative organic agriculture with their dollars. We are excited that Whole Foods Market is distributing our certified sugars to their national store footprint, which will expand awareness of the regenerative movement at large.”
According to Mintel, 48% of US consumers believe their behaviour can make a positive impact on the environment1. By distributing Regenerative Organic Certified cane and turbinado sugars nationwide at Whole Foods Market, which are also USDA Organic Certified, Fair Trade Certified, Non-GMO Project Verified and certified Kosher, Wholesome seeks to empower consumers to make everyday changes, such as sweetening and baking with Regenerative Organic Certified sugars versus conventionally grown sugars, that will have positive ripple effects on the environment and social welfare.
Ana Maria Huertas Buitrago, category merchant at Whole Foods Market, added, “Wholesome is a pioneer in the sweetener category, leading by example and helping to push the boundaries of what is possible in regenerative organic sourcing and certifications. We look forward to bringing these products to grocery shelves to help build awareness of Regenerative Organic Certified and the regenerative organic movement with Whole Foods Market shoppers.”
Whole Earth Brands is dedicated to creating positive change within the sweeteners category through sourcing leadership and supporting the Regenerative Organic Alliance, parent organisation of Regenerative Organic Certified. The Company believes that through continued investment and development of additional Regenerative Organic Certified products, it will drive momentum of the regenerative organic agriculture movement and help improve agricultural practices within the sweetener category and beyond.
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