Dear John,
Have I told you recently that I love Whole Foods? It’s true. I first discovered your store about eight years ago when I lived in Los Angeles. At the time, the concept of “organics” seemed suspect to a chick who subscribed heavily to a “better living through chemistry” philosophy. I didn’t see any reason to trade my Dorietos for a back-to-nature clone, and honestly, the life of the chicken who was about to become my dinner really didn’t concern me.
I admit, convenience was my main impetus for shopping at Whole Foods at first — your store was directly across the street from my apartment. But as I became a regular shopper, I realized that naturally produced food just tastes better. Moreover, it was tremendously easier for me to find food that fit my lifestyle and nutritional needs (an allergy to peanuts is the despair of my life). Shopping at your store helped me become a more health-conscious person, John.
Grocery shopping became something I looked forward to. And it wasn’t just because of the food, John, it was because of the entire shopping experience. Whole Foods smells better than the average grocery store, the clerks are friendlier, and the layout of the store is inviting and pretty. Now that I’m back to living in the Midwest, I drive 30 minutes out of my way every week just so I can shop at your store.
Although I won’t give you or your stores the entire credit for this –although y’all certainly did play a large part in it- my newfound interest in the food I eat lead me to a career as a writer in the culinary industry. I’ve even become a rather accomplished baker, a skill I hope to one day parlay into the opening of my own organic bakeshop. A staunch entrepreneur like yourself would applaud this, I hope.
That’s actually why I’m writing you this letter, John. Up until recently, I’ve had a tremendous amount of respect for you. I, too, believe strongly in the principals of a free market and support laissez-faire economic philosophy. I admire the way you opened Whole Foods during a time when there were practically no other supermarkets that proffered “natural” foods, and the fact that you’ve developed the store into a thriving national chain.
And despite being something of a corporate entity, I’ve always thought that you as CEO were accessible, slightly egotistical (that’s a compliment), and someone who genuinely believed in the causes his company supports. I have yet to find many other corporations that so thoroughly support small businesses, local growers, and environmental issues. For the past two years I’ve been trying to convince everyone I know to buy stock in Whole Foods. Had I any extra money (seems most of my cash flow goes into groceries these days), I’d buy your stock myself.
Your proposed takeover of Wild Oats intrigued me. I’ve never been one to shy away from blood-thirsty deals, although I have to say it’s never been entirely clear to me what your full intentions are. I somehow doubt it’s to increase the spread of organic goodness into more markets. My apologies if I’m wrong there, John.
I do think the FTC is targeting you unfairly, though. You certainly aren’t building a monopoly on the organic food industry any more than Barnes & Noble is on the book industry. And considering that Wal Mart is jumping on the organic bandwagon and offering their own line of organic products, even the masses will be able to afford to eat healthy.
It may sound as though I’m about to launch a David and Goliath attack-by-comparison, but that’s not my intention. I am something of a capitalist at heart, in addition to being a health conscious consumer with environmental concerns. In that respect, I believe you and I to be somewhat alike, John.
However (and this is a big however), you and I have one specific, glaring difference: I don’t put anything in writing that I wouldn’t want attached to my name. I admit, I do post comments on message boards from time to time, and yes, I do use a screen name. But as “OTE1” on Fangoria’s Fan Forum, I’m certainly not writing anything that’s going to ruffle anyone’s feathers (unless you happen to be an Eli Roth hater, in which case we’ll likely have a problem).
Really, you’ll have to forgive me if I’m sounding rather snarky here, but I just have to ask: what the hell were you thinking when you starting posting multiple disparaging (actually, downright mean) comments about Wild Oats, the very entity you are planning on acquiring, on various well-traversed web sites for the past several YEARS??? It doesn’t matter that you used a fake name (oh, and scrambling up the letters of your wife’s name? Not your most clever moment) – because really John, you should know that anonymity online is an illusion.
I’ve read your defense, that you enjoy stirring up debate and were playing devil’s advocate to a certain degree. Don’t get me wrong; I enjoy doing the very same thing. But really? There are certain forums and situations where that’s appropriate. As the CEO of a company like Whole Foods, whose reputation is based on a perceived higher level of ethics, I’m afraid I have to tell you that your venues for that sort of wacky college prank are limited. It’s tacky, it’s unprofessional, and you should have known better. Having been one of your biggest fans for nearly 10 years and sacrificed many paychecks (even while I was involuntarily unemployed) to Whole Foods, I gotta say, I’m not impressed.
Now, I’m certainly not going to stop shopping at Whole Foods, John, because I still believe you’ve created a wonderful chain with outstanding products. But since I really don’t like having people talk about me behind my back, should I ever open that bake shop – I don’t think I’ll ever solicit Whole Foods to carry my products. You understand, I’m sure.
Best,
Juliette Miranda
