What smells at Whole Foods?
The grocery store chain cultivates an image of social responsibility, but its workers tell a different story.

WHOLE FOODS Market is a highly profitable corporation that far outperforms its competitors, while maintaining an aura of commitment to social justice and environmental responsibility. Its clientele is attracted not only to its brightly lit array of pristine fruits and vegetables, organically farmed meats and delectable (yet healthy) recipes, but also to the notion that the mere act of shopping at Whole Foods is helping to change the world.

In 2007, Whole Foods launched its "Whole Trade Guarantee," stating its aim as advancing the Fair Trade movement--encouraging higher wages and prices paid to farmers in poor countries while promoting environmentally safe practices. In addition, Whole Foods announced that 1 percent of proceeds will be turned over to its own Whole Planet Foundation, which supports micro-loans to entrepreneurs in developing countries.

Meanwhile, the company's Animal Compassion Foundation seeks to improve living conditions for farm animals, while stores periodically hold "5 Percent Days," when they donate 5 percent of sales for that day to an area non-profit or educational organization

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