The "Raise the Bar, Hershey!" campaign was launched in September 2010 by Global Exchange, Green America, the Oasis Trust, and the International Labor Rights Forum. The purpose of the Raise the Bar Campaign was to pressure Hershey to commit "to take immediate action to eliminate forced and child labor [...] from Hershey's cocoa supply"; "to sourcing 100% Fair Trade Certified cocoa beans by 2012 for at least one of its top five selling chocolate bars [...] making at least one additional top five selling bar 100% Fair Trade Certified every two years thereafter"; and that "the majority of Hershey's cocoa across all products will be Fair Trade Certified by 2022". The pressure was particularly directed at Whole Foods Market, which announced on October 3, 2012, that it would cease carrying Hershey's Scharffen Berger line. The Campaign stated, "Whole Foods' decision follows more than 40 natural food retailers and coops publicly expressing concern about carrying Scharffen Berger and Dagoba products as a consequence of the giant chocolate maker's refusal to address child labor in its supply chain". The same day, Hershey's announced it would "source 100 percent certified cocoa for its global chocolate product lines by 2020 and accelerate its programs to help eliminate child labor in the cocoa regions of West Africa".