Shopping at Whole Foods is one of the great middle-class pleasures of living in a city or suburb in North America. I know people who chose their apartment building based on its proximity to the Whole Foods, and they admit it without embarassment. To some, eating organic has become a necessity, and Whole Foods provides it with style and plenty of self-righteous, feel-good advertising. You can even read about their core values online. Whole Foods pays their employees well and retains a verbal commitment to the environment and sustainable agriculture, as well as to local organic farmers.
According to an article in Slate, this is where the philosophy breaks down.