Consumer demand for certification labels beyond organic is on the rise. New data from Schaumburg, Ill.-based market research firm SPINS shows that in 2010, sales in the combined natural and conventional retail channels rose 13.3 percent for Whole Grain Council-certified products, 16.6 percent for Fair Trade USA-certified goods and a stunning 25.3 percent for Non-GMO Project-verified products.

The growth was not as significant in the naturals channel—15 percent for Non-GMO-labeled products, for example—largely because environmental and health concerns that were once the provenance of committed naturals shoppers have now gone mainstream. Here’s a label-by-label look at what each certification means, and how retailers can drive sales through education.