If you were to go into the store and name the top 10 descriptors of produce, what would they be. At www.top10produce.com we will have consumers rating produce and the top rated 5 as of January 1, 2010 will be the characteristics we end up going with. These must be descriptors that consumers can use for rating. So "Local" or "Organic" or "Sustainable" should not be included because the consumer can read that on the label. These are qualities that you usually only know about AFTER you purchase the produce. The point of this is that consumers will be able to access this information right in the store, using a cell phone, BEFORE they buy that mushy apple...