The Organic Consumers Association, an environmental watchdog group, says Whole Foods Market is taking action against greenwashing in its cosmetics aisle, and that its new standards will compel such
brands as Avalon Organics, Nature's Gate and Giovanni to either change their labels or their formulations.
"While the USDA has said that it will address the problem of mislabeled organic
personal care products, we're pleased Whole Foods has gone ahead and taken this action now," Ronnie Cummins, director of the Finland, Minn.-based group tells Marketing Daily. "You can't let people use
the word organic as marketing ploy—we would never let food companies do that. And people are beginning to understand that what they put on their bodies has just as much impact on their health
and environment as the foods they eat."