Whole Foods Market Inc. is an American supermarket chain exclusively featuring foods without artificial preservatives, colors, flavors, sweeteners, and hydrogenated fats. It is the United States' first certified organic grocer, which means it ensures, to National Organic Program standards, organic integrity of the heterogeneous products from the time they reach stores until they are placed in a shopping cart.

Online natural and organic foods retailer Thrive Market has branched out into creating private label products that sell only on its site rather than at retailers like Whole Foods. Thrive's first, recently-launched private label products are coconut oil and organic tomato sauce, and the company plans for about 100 private label products in the first half of 2016, Thrive co-founder and co-CEO Nick Green told Fortune.