Local produce and honesty

I haven't been going to my local farm stand much. I've been in and out of town a lot, picking up produce specials at Oliver's and even Raley's once in a while, and eating greens from my garden. But when I went there Sunday for seasonal roots I saw a new feature. EVERYHING is labeled as to origin. In the past I have always found out where things are from by asking - and if the folks don't know they will find out. Everything grown there has been labeled "Imwalle's". But now there's no need to ask where the other stuff is from. Why can't every market do this?