I think this just speaks to the inherent contradiction with our market economy. Researchers study the behaviors and preferences of consumers and create stores that we *know* we should hate, but really really love. The typical customer at a Whole Foods would probably protest a big corporation (or at least read a lot of books about it) and a big corporation has figured out what they like best.

People are shopping more at Whole Foods because they offer many organic choices, friendly employees who are more than willing to help, fresh prepared foods, soothing lighting and colors, etc., etc.

And so a place like Whole Foods is probably just a product of brilliant marketing. They feature fliers that look handwritten (but are mass-produced for every Whole Foods), 365 brand foods are made economically by Whole Foods, even a lot of their prepared foods are shipped in from area distributors. After spending so many years shopping in flourescent-lit, impersonal grocery stores with all the same foods, shoppers are looking for a different experience. And different is what Whole Foods does best.

More people than ever are shopping at Whole Foods because there has been an abundance of convincing media on the topic of organics, natural food, partially hydrogentated oils, weight-related illnesses and processed foods, the Fast Food Nation, your carbon footprint, blah blah blah.

Playing on that pulse, Whole Foods has created a very successful store for a very large (and growing) American sub-culture.

So Whole Foods is probably no different than any other successful large-scale business in the US. And, in the end, customers do like the predictability and comfort of a Whole Foods.

There *is* an effort to make each Whole Foods unique, carrying many locally made foods, plants and products (local being 200 miles to WF) and featuring events like cooking classes and outdoor markets to make the store feel more Mom and Pop.

And, I tell you, they do a darn good job. I love shopping at WF. It comforts me to see t-shirts made down the road and flowers grown nearby but I also like knowing I can buy Cheddar Bunnies and Amy's frozen meals there too.

So I guess the only way for a company to be successful is to respond in like to the competing businesses (which, really, who is WF's competitor?).
WF *does* try to change their practices a bit (because they can charge a little more with the SES they attract). And to be honest, we have been trained to be marketed to and shop in the same way. It's just easier to shop at a place like WF that tries as much as it can to be different, but still appeals to the predictability and one-stop shopping we are used to.

Maybe it's contradictory (or really manipulative) for a mass corporation to be so individual community minded, but I like it. Plus I really love buying my laundry detergent where I get my lettuce.