There are certain companies that fall under the category "conspicuous green." Like when you see a Prius driver, and you think, "Hey hottie; nice values.. uh I mean nice car." Or If someone brings a pasta salad from Whole Foods to a picnic, and you comment "I know it cost a fortune, but good call on this delicious organic side dish." Besides being superior products, both are examples of brands that represent the values of the consumer.
Besides having 270 stores and sales upward of $6.6 Billion last year, Whole Foods was even rapped about by Andre 3000 in You Remix: "If we were both in Paris, I would have grabbed her by the waist and kissed her. But we in the middle of Whole Foods, and those foods ain't supposed to beef, but you'd think I hate tofu."
In other words, we all know the company and the mission they stand for: Whole Foods, Whole Planet, Whole People.
But what about that whole beef recall a few weeks back...
In early August, Whole Foods issued a quiet, hard to find, buried on the website, voluntary recall on ground beef sold between June 2 and August 6, 2008. In the company's' own words, "Whole Foods Market is informed that the beef in question apparently came from Coleman Natural Beef whose Nebraska Beef processing plant was previously subject to a nationwide recall for E. coli 0157:H7 contamination." To date, eleven people in various states have gotten sick from the contaminated Whole Foods beef.
For a company of their size, food recalls are bound to happen, and have happened in the past. But a more conspicuous and thorough response to the issue, when people could still be at danger from the meat, would be a more responsible route. At least larger font for the recall advisory on the website.
For a company that has been criticized repeatedly for Whole Paycheck prices, consumers absorb the cost when they perceive exceptional quality and innovation. For example, the company had the foresight to develop a labeling system this past March for the 1,2000 + natural beauty and body products they carry, which "provides an alternative approach for our customers, so they know that when they see the Premium Body Care seal they are getting safer, higher quality personal care products," according to Jeremiah McElwee, senior global Whole Body coordinator.
But in July, the Organic Consumers Association (OCA), found leading "natural" and "organic" personal care products with carcinogenic contaminant 1,4-Dioxane, in many of these Premium Body Care certified products. Including, even, the proprietary Whole Foods Brand, 360.
Next week begins Slow Food Nation, a weekend- long conference in San Francisco devoted to a growing Slow Foods movement, which will be sponsored by Whole Foods. Whereas this shows a sort of innovative partnership between the grocer and a food community, Editor of Haphazard Gourmet Girls Eddie Gehman Kohan isn't convinced.
"On our site, we call Whole Foods "Whole Frauds" because they're now relying on the veneer of local and organic to attract customers, even though what is sold in stores is far outweighed by imported, conventionally grown products. They've repeatedly engaged in food re-labeling schemes to confuse consumers. And the activity surrounding the Beef Recall just about sums it up: Whole Foods relied on a big industrial meat supplier/processor that they'd never investigated, and they then failed to responsibly publicize their own recall. In fact,they knew they had contaminated beef in stores for at least a week before they made any kind of announcement."
Beyond just a product, the conspicuous green brands have a responsibility to represent the conscious consumer. Whole Foods needs to return to the values and standards that merited its widespread success in the first place, so thoughtful consumers can go back to enjoying Whole Foods, Whole Heartedly.