Whole Foods Market® continues to uphold its commitment to natural ingredients, reinforcing its long-standing standard for responsibly sourced seafood.

In its most recent Quality Standards update, published in January 2025, Whole Foods Market® reaffirmed its stance on natural pigments in salmon, making no changes to its regulations. This means the retailer remains dedicated to supporting natural-source astaxanthin—an important step toward greater sustainability and transparency in the seafood industry.

As a trusted source of natural astaxanthin, Panaferd® aligns with Whole Foods Market®’s commitment to clean, high-quality ingredients. Derived from the fermentation of the Paracoccus microorganism, Panaferd® gives salmon the vibrant, natural color that consumers look for—without synthetic additives. With growing consumer demand for natural, sustainable seafood, now is the time for the industry to follow Whole Foods Market®’s lead and transition to proven, natural alternatives like Panaferd®.