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August 26, 2010

Wholesome! and the Non-GMO Project

Think about the last time you were in a supermarket. Did you notice how shoppers studied the labels? Bet you were one of them, making an informed choice.

Product labels tell consumers a lot: where the food comes from, who made it, whats in it and how its produced.

In essence, a label speaks volumes about a companys business beliefs and practices. Its a disclaimer, and even perhaps, a corporate character assessment all in plain view, right there on the grocery shelf.


As a company specializing in organic and all-natural products, Wholesome! welcomes a close, careful read of labeling for its sugars, syrups, nectarsand honeys. Wholesomefigures an informed consumer is the companys best competitive advantage.

For example, the natural goodness of Wholesome! products recently was verifiedas being Project Non-GMO(genetically modified organisms) compliant, she says. This verification makes it the first sweetener company to be classified this way. (

According to its website, the non-profit Project Non-GMOis made up of manufacturers, retailers, processors, distributors, farmers, seed companies and consumers all of whom share the belief that consumers should know if their food is genetically altered or not.

The magnitudeof this global issue is top of mind with Wholesome!. Moving forward, consumers will be showing an increasing concern over genetically modified food ingredients, says Wholesome VP. This new verification simply reinforces our long-standing position to always be GMO free.

For the food industry, movement in this direction is needednow more than ever, she believes. As more of our grains and crops become genetically modified and deliberately mixed with the non-GMOcrops, it is very difficult for consumers to exercise their right to choose between GMOand non-GMO foods.

The recent verification status adds to Wholesome! market distinction of also being the only Fair Tradeā„¢ certified sweetener company in the United States.

The Fair Trade certification label, which appears on the companys products, means farmers who produced the food usually poorer farming communities in Latin America, Africa and Asia are being given a fair shake in the marketplace.

We have been working diligently for months to become non-GMOverified, too. Besides our company website, the new Project Non-GMO logo will begin to appear on our literature and on product packaging.