All posts filed under: Popular Culture

The Identity-making Experience of Whole Foods

While browsing my social media feeds today during lunch I came across this story on New York Magazine’s GRUB STREET: “Whole Foods Under Investigation for ‘Routinely’ Overcharging Customers” by Alan Systma. The expensive luxury grocer is a kind of joke in my mind because people actually flip out about the place… Like, flip. Out. There is certainly a cult following, though it is not singular because Trader Joe’s gives WF a run for its money. In an era of greater awareness of the horrors of Monsanto and foods that will kill you, Whole Foods is banking on the fears of our people. Trader Joe’s is like crippled claw emerging under the cover of our blindness within the American culture of consumption. This might sound extreme (and I am only half-kidding) but the multilayeredness of Whole Foods, Trader Joe’s, and retail stores like Anthropologie and Terrain, not to mention a slew of organic and natural brands, are so widespread in contemporary culture that they require a thoughtful consideration. We must ask why we are so drawn …