19 Sep 2013

Whole Foods: Just Like Heaven (Full of Self-Righteous People)

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Kelly MacLean offers a cynic’s description of the Whole Foods shopping experience.

Whole Foods’ clientele are all about mindfulness and compassion… until they get to the parking lot. Then it’s war. As I pull up this morning, I see a pregnant lady on the crosswalk holding a baby and groceries. This driver swerves around her and honks. As he speeds off I catch his bumper sticker which says ‘NAMASTE’. Poor lady didn’t even hear him approaching because he was driving a Prius. He crept up on her like a panther.

As the great, sliding glass doors part I am immediately smacked in the face by a wall of cool, moist air that smells of strawberries and orchids. I leave behind the concrete jungle and enter a cornucopia of organic bliss; the land of hemp milk and honey. Seriously, think about Heaven and then think about Whole Foods; they’re basically the same. …

I move on to the next isle and ask the nearest Whole Foods clerk for help. He’s wearing a visor inside and as if that weren’t douchey enough, it has one word on it in all caps. Yup, NAMASTE. I ask him where I can find whole wheat bread. He chuckles at me “Oh, we keep the poison in aisle 7.” Based solely on the attitudes of people sporting namaste paraphernalia today, I’d think it was Sanskrit for “go fuck yourself.” …

I grab a couple of loaves of poison, and head to checkout. The fact that I’m at Whole Foods on a Sunday finally sinks in when I join the end of the line…halfway down the dog food aisle. I suddenly realize that I’m dying to get out of this store. Maybe it’s the lonely feeling of being a carnivore in a sea of vegans, or the newfound knowledge that some people’s dogs eat better than I do, but mostly I think it’s the fact that Yani has been playing literally this entire time. Like sensory deprivation, listening to Yani seems harmless at first, enjoyable even. But two hours in, you’ll chew your own ear off to make it stop.

A thousand minutes later, I get to the cashier. She is 95 percent beautiful. “Have you brought your reusable bags?” Fuck. No, they are at home with their 2 dozen once-used friends. She rings up my meat, alcohol, gluten and a wrapper from the chocolate bar I ate in line, with thinly veiled alarm. She scans my ladies acidophilus, gives me a pitying frown and whispers, “Ya know, if you wanna get rid of your Candida, you should stop feeding it.” She rings me up for $313. I resist the urge to unwrap and swallow whole another $6 truffle in protest. Barely. Instead, I reach for my wallet, flash her a quiet smile and say, “Namaste.”

I used to shop at Whole Foods in Foster City and in Menlo Park.

I’d always marvel at how a loaf of bread, a bag of apples, and a piece of meat somehow mysteriously invariably added up to over $200 at the Whole Foods register, while at my next stop, Trader Joe’s, I’d have trouble racking up a total of a hundred dollars even with two cases of Two Buck Chuck in my shopping cart.

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SDD

Market segmentation is a wonderful thing. It’s just that sometimes it would be nice to move certain segments to another country altogether.



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