• April 5, 2010

Looks like pineapple may be the latest star in the fair-trade movement, with Whole Foods Market dedicating the month of April -- and a contest for a free trip to Costa Rica -- to the juicy tropical fruit.

The Austin, Tex.-based retailer claims its new program with Costa Rica puts it at the forefront of ethical sourcing, and ensures that not only do its customers get pineapples that are grown in an environmentally responsible manner, but that pineapple workers are paid fair wages and have safe working conditions.

The company says it is also donating 1% of pineapple sales to its Whole Planet Foundation -- which is devoted to poverty, rather than environmental, issues. Consumers enter the contest online for a chance to win a nine-day trip for two to Costa Rica.--Sarah Mahoney