Since launching our enhanced Quality Standards for Aquaculture in July 2008, we've maintained a relatively low profile. We got the word out to the media, posted background information and the detailed standards on our website as well as brochures and other signage in our seafood departments. I also presented the standards at various meetings and conferences. However, we found that we still needed a quick way for our busy customers to see-at a glance-that there's something special about the farmed seafood sold at Whole Foods Market. Lots of people know Whole Foods Market as the company that prohibits preservatives such as sodium bisulfite, sodium tri-polyphosphate, and sodium metabisulfite in our seafood. But we go way beyond that. While there are a growing number of seafood standards out there, none have strict standards like ours that cover all the bases-from synthetic chemical use, feed, environmental contaminants, water quality and pollution prevention, predator control, to traceability. And this is just a subset of what our standards cover. Simply put, the Whole Foods Market "Responsibly Farmed" logo means that the product meets our strict Whole Foods Market Quality Standards for Aquaculture. The logo also means that the product has been third-party verified to ensure our standards are being met. But hey, don't just take our word for it. It's not just us saying that our standards are the strictest. Our producers-the ones who actually farm the fish and have to meet the standards-say it too. And so have our supporters in the environmental community. Here's what a few had to say: The Farm Raised Seafood Standards at Whole Foods Market are at a level unto their own and took years to develop---they are the highest in the industry. —Rob Mayo, President, Carolina Classics Catfish, Inc. There is no doubt that Whole Foods Market's aquaculture standards are the strongest among all grocers. Producers who want to supply farmed salmon to Whole Foods Market must be dedicated to moving the salmon industry in the right direction. We are proud to be a part of that move. —Johan Andreassen, Villa Organic, Norway Whole Foods Market's aquaculture purchasing policy sets a high bar for food retailers eager to provide healthy, ocean-friendly seafood for consumers across the country. When a leading retailer like Whole Foods Market makes this kind of commitment to standards for farmed seafood, suppliers around the world will work to meet the requirements. —Tim Fitzgerald, Senior Policy Specialist, Environmental Defense Fund So, how do you like the new logo?