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Premium organic grocery chain Whole Foods Market has announced plans to identify any products containing genetically modified organisms by 2018 in its North American stores – the first major grocery chain to do so, says the company.

In response to the ever-growing chorus of consumer discontent and awareness of genetically engineered foods, the grocery store brand that positions itself as a  premium natural and organic foods store has announced that it will require its supplier partners to label products containing GMOs within the next five years.

According to the retailer, growing awareness and concerns over genetically engineered foods has become top of mind among their consumers, as products that are already part of the Non-GMO Project, which identifies non-genetically modified products, are among their fastest-growing sellers in the non-perishable category.

The Non-GMO Project also provides consumers with a list of participating retailers and restaurants across the US, Canada, the Virgin and Canary Islands which carry products free of genetically modified organisms.

Whole Foods has locations in Canada, the U.S., and the U.K.

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