We classify products into three categories.

1. Bottom: Red (must do better)
2. Better: Orange (doing well, could do better)
3. Best: Green (doing well, musn't be complacent)

In detail, we take all products from a retailer and first split them into 2 halfs.

The bottom half, the not so good from a green angle - get a red tag.

Then we take the "better half" and split this into the 'good', awarded an orange tag and the 'best', awarded a green tag.

So, orange is good but green is much better.

We do the same awarding Brands (Manufacturers) and Retailers a green, orange or red tag.

Consequently a retailer rated red (1) can sell a brand rated orange (2), while the product itself may be rated green (3).

It's all relative as someone famous once said.