Whole Truth

Whole Foods seems to be engaged in some incredible self-congratulation. In the ultimate "green" PR stunt, the company is boasting about its use of 100% recycled paper bags. To consumers, this promotion sounds wonderful: its a futher feel-good measure by company beloved among residents of wealthy enclaves on both coasts. In reality, this initiative is very misleading; the "recycled" bags are no different than the bags used by other grocers — though competitors don’t have the same marketing influence that Whole Foods enjoys. I expect Whole Foods thought it would ride a wave of good publicity for this act of corporate "generosity." Please. Here’s a reminder to consumers: these bags are neither new nor revolutionary; it’s the same old stuff, but with the stamp of approval from a brand that wants an easy photo-op.