The Equitable Food Initiative (EFI) continues to introduce new members with San Diego-based Andrew & Williamson Fresh Produce (A&W) now set to sell its "GoodFarms" strawberries and blueberries under the label.

The announcement comes a month after Canadian vegetable grower Windset Farms joined the initiative, which combines food safety, pesticide management and social compliance practices under the one umbrella.

Retailers involved with the scheme include Whole Foods and Costco, and it is the latter that will be selling GoodFarms-branded EFI-labeled berries in its stores. 

Specifically, the company's Craft blueberries from Oxnard, California will be stocked first by two Costco locations in Hawaii, while its Craft strawberries and organic strawberries from Watsonville, California will be first sold in Costco locations in California, Arizona, Oregon, some of the Hawaiian Islands, and the Northeast.

"Andrew & Williamson was a real pioneer in the development of the Equitable Food Initiative. We're excited to see their commitment to their workers and to consumers reflected in their GoodFarmsTM brand," said EFI executive director Peter O'Driscoll.

"This effort to educate consumers should increase demand for produce that is responsibly grown and farmworker assured. More retail sales generate a premium so that growers can reward workers for their hard work," O'Driscoll said.

"Together, EFI and GoodFarmsTM create value for workers, growers, retailers and consumers alike."

A&W GoodFarms partner Ernie Farley said EFI's workforce development had been integral to the successful certification of the farms.

"When workers participate in EFI’s leadership team training, they better understand their role in the value chain and become more engaged," he said.

"That engagement benefits all of us – from the grower to the farmworker, all the way to the consumer."

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