Less Choice Fatigue at Whole Foods

Whole Foods tells us that they have 2600 organic and natural food products. For shoppers though, knowing the product is only the beginning. From there we have decisions about whether or not to buy organic, which nutrients, how much sodium. Today it took me more than five minutes to select a multigrain cereal. Surely knowing that too much choice wears us out, Whole Foods recently made shopping easier with a rating system for produce. Where are we going? To choice fatigue. The Whole Foods Rating System. Called Responsibly Grown, the Whole Foods rating system assesses a long list of variables that are more complex than they first appear. Vastly simplified for shoppers, the system tells us what is good, better and best. …..[READ]