Whole Story

The Official Whole Foods Market® Blog

Positive Changes for the Industry, for Everyone

In part 3 of this three-part series on our Premium Body Care® standard at Whole Foods Market®, we’re looking at how these standards raise the bar for the natural body care industry as a whole. Prairie Rose Hyde is co-founder and formulator of Alaffia, a sustainable skin care company based on handcrafted, fair trade shea butter. Alaffia is a shining example of both Premium Body Care® standards and the commitment to Whole Trade™ at Whole Foods Market.

Alaffia uses local resources and supports local communities as it provides some of the highest quality body care products in the world.  Alaffia was one of the earliest companies to meet Whole Foods Market’s Premium Body Care® standards.
  • The primary impact of Whole Foods Market’s Premium Body Care® standards on Alaffia has been to validate their own internal standards. Alaffia was fortunate in that their ingredient choices met the standards with very few formulation changes.
  • However, the standards, because they come from Whole Foods Market, do strengthen and broaden the credibility of the ingredient choices made with customers and the community.
The Whole Foods Market Premium Body Care® standards create two main challenges for Alaffia:
  • First, Alaffia is not a large company so it doesn’t have the leverage to “encourage” ingredient manufacturers to offer cleaner ingredients at a sustainable price.
  • Second, it is a challenge, although a satisfying one, to formulate scents that are attractive to customers using the natural options that meet the premium standard.
Will the Premium Body Care® standards create more competition for Alaffia products as more companies move to meet the standard? Or does meeting the standards act as more of a differentiator for the brand?
  • While competition may increase, the opportunities and benefits increase as well.
  • As consumers demand higher quality products and cleaner ingredients, the demand on ingredient suppliers and manufactures goes up. This means these ingredients become more available, and more affordable.
  • At the same time, the more companies that use safer ingredients, the better off are our communities. People are not exposed to as many harmful ingredients. The environment benefits as fewer harmful chemicals are washed down drains and into our water supplies.
  • So while there is going to be more competition, the benefits outweigh them.
What is the most tangible positive effect Alaffia has seen from introduction of the Whole Foods Market’s Premium Body Care® standards?
  • The most tangible is at the store level. Whole Foods Market team members recognize and remember Alaffia products.
  • Furthermore, the Premium Body Care® standards help customers and reassure them that they are getting skin care that is safe for themselves, their families and their environment.

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33 comments

Comments

Jena says …

Love Alaffia!!! found this podcast searching for them via google, very cool.

Cindy says …

Thanks Whole Foods, I really enjoyed this podcast and will check out this company if it is in your stores.

Mel says …

I tried some of Alaffia products out in your store and ended up buying some! Thanks for pushing this cause!

Sven says …

I'll have to check out this product, I don't believe I have seen it before.

Rochelle says …

Happy to learn about companies like this one that commit to quality despite the added expenses involved.

Kiva says …

I'll have to dig into this company and find out more about them, where they are located etc. I assume most of your stores carry their products!

nelly says …

Please do support these companies Whole Foods. I know their lack of buying power will make it more difficult to reach high standards and still be competitive, like the 365 brands.

Bev says …

Alaffia is a great great company! I encourage any reader to go and check out their products, and their sourcing and company values.

Gloria says …

I believe in supporting companies like this by voting with my dollars. I am really impressed that your stores are supporting Alaffia!

Tracy says …

Positive Change indeed! Hard to believe USDA doesn't have more sway over product branding/labeling. I know they have Organic standards, but surprised not other guidelines for "natural" labeling.

Felicia says …

I am very aware of the Alaffia brand. I am happy to see a solid company like this getting some coverage and feature space from your blog. Thanks for keep the dream alive.

Jill says …

Making safe products accessible is one of the greatest service a store like yours can provide. For that I appreciate the 365 line, and just ask that you explore more kid products which to are affordable.

Manny says …

Your stores always provide me access to products I just can't find anywhere else, both consumables and body care. Thanks for being a tremendous health resource.

Pierre says …

Good stuff, another good podcast!

milinda neusaenger says …

The "Everday Shea" products from Alaffia are absolutely incredible!

Eve says …

I'm with Melinda- Great products from this great company, support them people!!!

Debbie says …

I'm obviously not sure how many of you have used Shea products. Fantastic stuff- Alaffia works great on faces!

Karen says …

It sure is nice to see a small company like Alaffia getting support from their biggest distributor. In a the previous podcast you asked us to help make a change by demanding more from companies, but your influence is much more direct, thanks for flexing your muscles the right way!

Sue W. says …

I enjoyed this series, it is important to consier what goes on the body just as much as what goes in the body!

Chris says …

My girl friend turned my onto this company, and we both are so impressed with the great work they do. Glad to see you giving them some air time!

Nan says …

Very cool. Good job WF supporting a company like this!

Sally says …

Excellent podcast, even better the mission behind the podcast!

Delaney says …

We use shea butter a lot in our climate so I will look into this particular source.

Zia says …

My friend turned me onto this part of your website. It is a nice extension of your store and values, and I am pleased to see the good work you are doing to support body care standards!

Jenny says …

I checked out Alaffia, you have to love a company that hardly even mentions their product in their website. It looks like they are doing amazing work around the world!

LeeAnn says …

Bravo WF for reaching out to companies like this that are doing truly good work. Your position can really have a big impact on the industry.

Michelle says …

I really do believe choosing to purchase from a company like this supports a movement towards better products and corporate culture which isn't just about the bottom line. Thanks for giving us the chance to make this choice.

Jill Oleke says …

Good movement, great podcast. Thanks

Sheri says …

Everyday Shea, is a great product, first tried it at your store and will use it for a lifetime.

Paula says …

I appreciate the points that you make about the lack of chemicals in products actually can affect the environment because of a lack of processing in the water.

Kirsten says …

Love the 365 line and glad to see you are also supporting little companies who are doing good work!

Rory says …

Thanks for you work and another informative podcast!

Holly says …

It is really nice to see a corporate company talking a stand and promoting small producers who are creating great products in an ethical manner. Good Job, Alaffia/Whole Foods!