Whole Foods Market Inc. doesn’t just sell chickens. It sells shoppers on the idea of chickens raised and treated better than prevailing standards: no antibiotics, no hormones, no cages. Not the sort of chicken you can get anywhere.
But thanks in no small part to a food-quality revolution that Whole Foods helped cultivate over the past decade, standards for much of the poultry sold at American supermarkets are shifting. The gulf has narrowed—and sometimes has even closed—between what’s sold at Whole Foods and what’s produced by industrial food giants such as Perdue Farms Inc. and sold at lower-cost supermarkets.
