In a New Campaign, Whole Foods Channels Its Inner Organic Activist

"The people at Whole Foods (WFMI) want you to know that they’re mad as hell at the U.S. food system and they’re not going to take it anymore. In a campaign called “Let’s Retake Our Plates!”, Whole Foods rails against the way food scientists have created fake food and turned generations of innocent Americans into “walking food science experiments.”

It’s not exactly a march on Washington, but you get the sense reading the new web site that CEO John Mackey wouldn’t mind if it was. The campaign — clearly a response to heat the chain has taken for straying from its revolutionary roots to become what critics contend is a corporate sellout — highlights Whole Foods’ long-standing rigorous policies, such as barring from the store any artificial ingredients, antibiotics and hormones in meat and unsustainable seafood."

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