Labeling GMOs a savvy PR move by Whole Foods

The fast-growing and sometimes irreverent grocery chain announced last week that it will label all products on its shelves that contain genetically modified ingredients or organisms (GMOs). As part of its five-year “GMO transparency” campaign, Whole Foods launched a Web page that includes its reasoning, including information about GMOs and frequently asked questions.

“Our goal at Whole Foods Market is to provide informed consumer choice with regard to genetically engineered ingredients,” the company said. “Clearly labeled products enable shoppers who want to avoid foods made with GMOs to do so.”

Whole Foods is known as an organic grocer, but it also sells many non-organic products. In fact, the grocer has been expanding its product base to appeal to a wider base of customers. Last year, the chain launched a campaign to try to get rid of the “whole paycheck” label used somewhat affectionately by customers and bemoaned by its co-CEO John Mackey.