Reacting to competitors who are increasingly selling natural and organic foods, Whole Foods launched its first-ever national ad campaign to remind consumers of the company’s buying standards, the origins of its products and the Whole Foods’ pioneering role in the industry.

In a campaign that kicked off in October, Whole Foods is calling itself “America’s Healthiest Grocery Store.” Documentary-style television spots talk about the company’s sustainable seafood standards, animal welfare ratings, and its “Responsibly Grown” produce ratings. Farmers, ranchers and fisherman who supply Whole Foods are also featured.

The ads can be seen during prime time on shows such as Modern Family, Scandal and The Voice, and on late night shows like The Tonight Show Starring Jimmy Fallon and Saturday Night Live. Ads also appear in business, food, health and lifestyle outlets.