Whole Foods Enters the Organic World of Half Truths

It’s hard to remember a world before Whole Foods–a time when the best cheese around came wrapped in plastic and organic meant something wasn’t a car part. All of that has changed, of course, thanks to brands that capitalized on a more eco-conscious and discerning “foodie” public that will pay extra—sometimes a lot extra—for Alaffia Shea and Green Tea Revitalizing Body Lotion or Organic Capellini.