Whole Foods says its new rating system is a way to talk to farmers and customers about issues that the organic rules don't encompass, like water, energy, labor and waste. Dan Charles/NPR hide caption

itoggle caption Dan Charles/NPR

A woman shops at the Whole Foods Market in Woodmere Village, Ohio, on March 27, 2014. The grocery chain has become known for its high-priced food and says its new chain will offer "value prices." Tony Dejak/ASSOCIATED PRESS hide caption

itoggle caption Tony Dejak/ASSOCIATED PRESS

A man carries a surfboard past a Whole Foods store in Santa Monica, Calif. Whole Foods Market Inc. reported underwhelming second-quarter earnings on Wednesday. Reed Saxon/AP hide caption

itoggle caption Reed Saxon/AP

A woman shops in the produce section at Whole Foods in New York City. The company recently announced it would prohibit produce farmed using biosolids in its stores. Stephen Chernin/Getty Images hide caption

itoggle caption Stephen Chernin/Getty Images

Whole Foods has more than 300 stores and continues to expand. Harry Cabluck/AP hide caption

itoggle caption Harry Cabluck/AP

Those who've tried it say fake chicken salad looks and tastes like the real thing. Yuki Noguchi/NPR hide caption

itoggle caption Yuki Noguchi/NPR

Salty invasion: Asian carp (top), wild tilapia, lionfish, and European green crabs at a James Beard House event on Wednesday. Courtesy of Food & Water Watch hide caption

itoggle caption Courtesy of Food & Water Watch