The NYT has an article on Whole Foods' new meat labeling strategy. The initiative was started by Whole Foods’ chief executive, John P. Mackey, a vegan who has been increasingly outspoken on animal-rights issues.
I think if you're going to eat meat, you should know where it came from and how the animal was raised, so I'm in favour of this.
Now, when will we have glass-sided slaughterhouses open to the public? :)