Just came across Whole Foods' print ad. It has their manifesto:
We're hungrier for them than we ever realized.
We want to know where things come from.
We care what happens to them along the way.
We want to trust our sources.
We want to have the information to make meaningful choices about what we decide to buy and support.
We want people, and animals, and the places our food comes from to be treated fairly.
The time is ripe.
We're part of a growing consciousness that's bigger than food - one that campions what's good, and the greater good, too.
Where value is inseparable from values.
Love the line, where value is inseparable from values. Simply inspiring.
Turns out they have a new brand video too: