The Organic Consumers Association (OCA) lauded Whole Foods Market (Nasdaq: WFMI) recently. Apparently Whole Foods is pushing personal products suppliers on their claims of being organic. In other words, the organic grocer's taking a much-needed stand against the dreaded "greenwashing" marketing ploy.

According to the OCA, Whole Foods sent a letter to personal products suppliers urging them to get compliant with true organic strictures or change their labels. Some of the brands that may be under fire, according to the OCA, are Avalon Organics, Nature's Gate, and Giovanni.

Big retailers and consumer goods companies can make big waves when it comes to suppliers' environmental benefits (or dubious claims). Wal-Mart (NYSE: WMT) and Procter & Gamble (NYSE: PG) have both been working on supplier scorecards that rate sustainability.  

Of course, U.S. consumers' love affair with green goods has been called into question in recent surveys (we covered these here and here), and the organic movement is subject to some misunderstanding. Let us know what you think in the comments box below.

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Alyce Lomax owns shares of Whole Foods Market. The Fool has a disclosure policy.