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But What Whole Foods Really Always Wanted to Do Is ...

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Posted on Mar 17, 2011
Flickr/pheaber (CC-BY-SA)

What America really needs is another film festival, especially one sponsored by Whole Paycheck Foods, right? The health food superstore is bringing to theaters across the country next month a series of films about, you know, the planet and eating right and stuff. The cinematic fare will include the “deeply affecting” feature “Lunch Line.”

indieWIRE:

Unlike larger destination festivals, “Whole Foods Markets Do Something Reel” Film Festival will be held in movie theaters across the country in communities near Whole Foods Market stores.  The festival will also feature filmmaker discussions, either in person or via Skype.

The six films chosen for the inaugural “Whole Foods Market Do Something Reel” Film Festival support the company’s mission and cover a broad range of provocative topics. They include:

“Bag It!” - In this highly entertaining and eye-opening film, filmmaker Suzan Beraza follows Jeb Berrier as he navigates our plastic-reliant world.  Jeb is not a radical environmentalist, but an average American who decides to take a closer look at our cultural love affair with plastics.  www.bagitmovie.com

“Lunch Line” - This deeply affecting film from filmmakers Mike Graziano and Ernie Park follows six kids from one of the toughest neighborhoods in Chicago as they set out to fix school lunch - and wind up at the White House.  Their unlikely journey parallels the dramatic transformation of school lunch from a patchwork of local anti-hunger efforts to a robust national feeding program.  www.lunchlinefilm.com

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By queenofit, March 21, 2011 at 10:43 pm Link to this comment

I am going to post a portion of an article the explains why I stopped shopping at Whole Foods.

“In a cleverly worded, but profoundly misleading email sent to its customers last week, Whole Foods Market, while proclaiming their support for organics and “seed purity,” gave the green light to USDA bureaucrats to approve the “conditional deregulation” of Monsanto’s genetically engineered, herbicide-resistant alfalfa. Beyond the regulatory euphemism of “conditional deregulation,” this means that WFM and their colleagues are willing to go along with the massive planting of a chemical and energy-intensive GE perennial crop, alfalfa; guaranteed to spread its mutant genes and seeds across the nation; guaranteed to contaminate the alfalfa fed to organic animals; guaranteed to lead to massive poisoning of farm workers and destruction of the essential soil food web by the toxic herbicide, Roundup; and guaranteed to produce Roundup-resistant superweeds that will require even more deadly herbicides such as 2,4 D to be sprayed on millions of acres of alfalfa across the U.S.”

source; http://nwoobserver.wordpress.com/2011/01/31/the-organic-elite-surrenders-to-monsanto/#more-8439

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By Alan, March 19, 2011 at 3:53 pm Link to this comment
(Unregistered commenter)

I agree with poster “Conden” who said above:
“Whole foods might as well be wallmart; real organic philosophy is about localism, small scale, and food democracy.  Which you find at farmers markets and good nonprofit co-ops. ”

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By prisnersdilema, March 19, 2011 at 1:26 pm Link to this comment

The majority of the food Whole foods sells is not Organic at all. Since giant agribusiness
realized they could make a fortune getting George W. Bush to redefine what is legally
called Organic food, and to lower Organic standards, they have been falling all over
themselves creating phony Organic brands, and buying old Organic companies then
gutting them. This new organic food could not be sold as organic under the old
standard.  Next stop is increasing GMO poisoned foods, and refusing to label foods that
have GMO ingredients. Whole foods has participated in the falsification of the market,
which will ultimately mean there is no difference at all between what they sell and any
non organic food seller. Americans are easily deceived by marketing and externals.
Soon the only way to obtain healthy food, and the benefits of that food will be to grow
your own.

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By Conden, March 18, 2011 at 7:18 pm Link to this comment

Whole foods is overpriced; I know in Berkeley, you could go to the Berkeley Bowl and check out their organic produce section, and then find that yes, the whole foods produce had significant markup and was not the least bit better.  Whole foods is run by a far-right libertarian hack who is constantly supressing the will of WF workers to form a union.  I would not be interested in taking in the kind of narrow, limited political perspective he would allow in his film festival.

Whole foods might as well be wallmart; real organic philosophy is about localism, small scale, and food democracy.  Which you find at farmers markets and good nonprofit co-ops.

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By Dan Moriarty, March 18, 2011 at 1:24 pm Link to this comment
(Unregistered commenter)

This post could have been written by Rush Limbaugh.
Or are we supposed to be in on the joke so it’s okay
- all us radical Truthdig readers who know the REAL
reasons why we should all scoff at these things?

Film festivals? Like paintings and music and
entertainment and interesting flavor in our food - so
unnecessary! And speaking of food: how ‘bout those
silly filmmakers and their evil backers at Whole
Foods, trying to say something about the planet and
eating right? Ha! And wait, did I say Whole Foods?
More like Whole Paycheck! Because who even bothers to
look at the icky store brand stuff (usually the
cheapest organics in town) when it’s so much more fun
to ridicule those latte limousine liberals with their
decent cheeses and beer in bottles, turning over
products like so many self-hating sheep just to see
if what they’re buying is fair trade. (Seriously,
though, I guess we should at least make up our minds
about whether they are horrible because they are
overpriced, or horrible because they undersell the
competition and put local co-ops out of business). 
But you know what’s really ridiculous? Like,
ridiculous enough to warrant irony-quotes? City kids
trying to fix school lunch! The goons at indieWire
called it “deeply affecting!” Yeah, I guess - as long
as “deeply affecting” includes giving all us real
lefties a good belly laugh!
Never mind that Walmart is the biggest corporation in
the world. Too easy! If you want to show you’re a
true critical thinker, get snarky about Whole Foods. And, um, film festivals. And health and the
environment. And affect. Wait.. are you laughing with
us or at us?

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By Caro, March 18, 2011 at 12:52 pm Link to this comment

Scoff if you feel you must, but somebody’s got to get
the populace moving on eating right and taking care
of their health.

And if you know what to look for, you don’t have to
spend your whole paycheck at Whole Foods. Their house
brand foods are high quality and pretty reasonably
priced. But what I’ve found most helpful is their
bulk grains and spices. I now pay a tiny fraction of
what I used to pay for my grain and spice purchases.

Carolyn Kay
http://www.ManyYearsYoung.com

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By Conden, March 18, 2011 at 1:26 am Link to this comment

What we need is more nonprofit organic food co-ops, which do good things for the community and make truly healthy food affordable.  Whole foods is a gross big corporate joke, and they need to stop giving the rest of us a bad name.

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By twitter, March 17, 2011 at 10:57 pm Link to this comment
(Unregistered commenter)

Why so negative?  Whole Foods is not the solution to
poor food safety and purity laws in the US, but they
are working towards that goal.  The biggest
component of that fight is education loud
enough to overcome big agra propaganda and factory food dumping.  Another
component is setting up an organic farming
infrastructure which Whole Foods also does. 

If they manage to tax the rich to
achieve these goal we should be all the happier but
the place does have affordable food for the rest of
us.  If I was able to feed my family out of their
bulk foods while I was scrubbing toilets for
$10/hour, so can you. 

Here in Mobile, Alabama I wish there were something
half as good as a Whole Foods.  The health food
stores are nice but extremely pricy and low choice.
Surrounded by ignorance, I’m happy to hear that
Whole Foods is making movies.  Too bad they won’t
show them in places that need it most. 

If you want to lob insults, aim for hucksters like
Fresh Market and others that cash in on brand
marketing without consistent follow up.  Places that
put HFCS in their food immediately go to the bottom
of my list.

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By ronjeremy, March 17, 2011 at 10:07 pm Link to this comment
(Unregistered commenter)

i worked at a whole foods in southern californiaand watched them dump the recycling bins in the normal dumpster.  standard procedure according to the guys on the dock.  they also told us that all the pre-made food (sandwiches and stuff) would be donated to shelters and what not at the end of the day.  on my first closing shift i watched the food go directly into the trash.  i quit the next day and have not stepped foot in one since then.  whole foods puts small places out of business.  a film festival is all about money.  they do a great disservice to the food system and the whole idea of eating organic

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By mrfreeze, March 17, 2011 at 9:57 pm Link to this comment

Even the most humble street food markets in Italy have better, more high quality and seasonal food than Whole Paycheck. It’s amazing to me how well the uber-fuck capitalists who run Whole Paycheck have marketed this brand of over-priced, over-sanitized store.

What is it about Americans…that they will patronize this store?

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By Robespierre115, March 17, 2011 at 9:29 pm Link to this comment

Wasn’t the head of Whole Foods against healthcare reform? Just another elite brand for elite communities.

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By Blackspeare, March 17, 2011 at 8:33 pm Link to this comment

Whole foods is the gold standard for supermarkets——if you can afford to shop there.

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