Whole Foods was a "foodie" store, snooty cheeses and such. Recently they've begun to lean Organic, no choice really since the economy tank and splurges like 18.99/lb cheese went the way of the dodo... but it's hasn't been long enough IMO for them to be considered The Organic anything. And I second the Mrs O thing. If she truly gave a fig she'd be using the tools (IE departments of the government) to help, not hinder, clean healthful food for the masses. But I can't knock her talking to Wally, they're HUGE and thus getting them on board even on one tiny thing can make a huge difference... not only in exposure to customers but also because other shops may very well follow.
