EXCLUSIVE: Whole Foods Market co-founder and CEO John Mackey announced last night during a special talk at UC Berkeley three new initiatives that, if successful, could dramatically improve the quality of food available to Whole Foods customers – and to the customers of other stores as well. (Note that at post time this news has not yet been announced or reported anywhere.)

1. Whole Foods is starting a $30 million venture to fund food artisans around the world who have unique methods of making unique and healthy foods.

2. The company is now working to develop an organic farm rating system that’s similar to the ranking system for hotels and restaurants, with each producer given a number of stars, from one to five (five being best). He noted, alarmingly, that most organic livestock farms currently could receive probably only a 1. The company is already working directly with a farm that could probably be a 4.

3. Whole Foods is forming a partnership with Fair Trade and will develop a new seal of approval called the "Whole Trade Guarantee."

Additional details on the initiatives will be posted on this blog and explored in depth in my Vegetarian Organic Life newsletter.