Which product innovation strategy first popularized the concept of 'ingredient transparency' in natural consumer products?

In the competitive natural products industry, companies employ various marketing strategies to position their eco-friendly offerings. As consumers become more environmentally conscious, brands have needed to adapt their marketing approaches. This poll tests your knowledge about a significant product innovation strategy that revolutionized how natural products are marketed and perceived by consumers.

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The Whole Foods Eco-Scale rating system (2010)
The Environmental Working Group's Skin Deep Database (2004)
USDA Organic certification expansion to personal care (2008)
The Good Housekeeping Green Seal program (2009)